Andy discusses the importance of making scannable content for your website.
When you’re trying to display text on the pages of your website you want it to be really scannable. You want someone to be able to come to the page and quickly move down the page and understand what its about. And the way that you can do that is really breaking your text up into multiple small paragraphs using bold highlights at the beginning of a paragraph using headlines and using bullet point lists. People do tend to read on the web in an F pattern. This means they’ll read the top title, a small sentence and then scan down the rest of the page. So you really want to think about when your designing your content for your page how you can make it scannable and that really important for getting the most conversion and optimization out of your page.