Blog | 01 October 2020
All your target groups
Part 1: Give quick answers to the impatient
Do you know who you write your web texts for? Probably many different audiences with different needs. Some readers are impatient and want quick answers. Others want in-depth information. Some need easy-to-read texts.
The same reader can be knowledgeable at times, impatient at times, and need easy-to-read information at times – it all depends on the circumstances. Your texts need to work both when the reader is stressed and when they feel motivated and interested.
In our blog series, we'll show you how to adapt your web texts to make them easier for everyone to absorb. In this first part, we'll give you practical advice on how to give quick answers to impatient readers. Parts 2 and 3 will focus on deepening the knowledge of those already familiar with the topic and making it easier for those who need easy reading.
Many people who visit your website know exactly what they want to do or get answers to. They may want to find out about library opening hours, apply for a nursery place for their child or buy a skincare product they've been eyeing for a while.
Whatever the purpose, these readers are united by their impatience. Their visit to your website should be quick and smooth – otherwise they will get bored.
So how do you make sure your readers don't give up and look for answers elsewhere? Here are three tricks you can use:
- Link early on to the action the reader wants to take.
- Write the most important things first – at all levels.
- Formulate informative subheadings, showing where answers to important questions can be found.
We will show examples of the tricks from the Swedish Board of Agriculture, where Språkkonsulterna is involved in building a new website in Sitevision.
Link early to the action the reader wants to take
Let's say the impatient reader is about to log into an online service at the Swedish Board of Agriculture to apply for agricultural subsidies. They have applied before and are comfortable with the process. They don't want to read about the rules or the application, but want to get straight to the point: the e-service.
The Swedish Board of Agriculture's method of helping this person is to link to the e-service directly after the website's title. This means that the person does not have to read through information that they do not need to complete their case. The Swedish Board of Agriculture also ensures that the link
- stands out from the body text, by formatting it as a blue button
- is clearly worded with a prompt at the beginning, for example "Apply for support" or "Download the application form".
Examples of how other organisations can use the same approach:
- Municipalities can link early to forms needed to apply for civil marriages, building permits, financial assistance and so on.
- E-retailers can make sure the buy button is visible early on the page, so that the visitor does not have to scroll to add the product to the shopping cart.
Put first things first – at all levels
Impatient readers often scan a web page in search of answers. They rarely read everything, often focusing only on the first few words of subheadings, paragraphs and bullet points. They then move on to the next part.
So always aim to put the most important information first when writing web texts – no matter what level you are at.
- Include important keywords as early as possible in headings and subheadings.
- Write preambles that highlight the main points of the text, rather than just telling what information the visitor will find on the page.
- Start sections and paragraphs with clarifying key sentences, summarising the conclusion.
These actions not only help impatient readers, but all your audiences appreciate getting the most relevant information early.
Examples of how other organisations can use the same approach:
- Municipalities can link early to forms needed to apply for civil marriages, building permits, financial assistance and so on.
- E-retailers can make sure the buy button is visible early on the page, so that the visitor does not have to scroll to add the product to the shopping cart.
Put first things first – at all levels
Impatient readers often scan a web page in search of answers. They rarely read everything, often focusing on the first few words of subheadings, paragraphs and bullet points. They then move on to the next part.
So always aim to put the most important information first when writing web texts – no matter what level you are at.
- Include important keywords as early as possible in headings and subheadings.
- Write preambles that highlight the main points of the text, rather than just telling what information the visitor will find on the page.
- Start sections and paragraphs with clarifying key sentences, summarising the conclusion.
These actions not only help impatient readers, but all your audiences appreciate getting the most relevant information early.
Example from the Swedish Board of Agriculture of key words in the heading and a core sentence at the beginning of the paragraph:
How to apply for an acquisition permit
You apply for an acquisition permit to the county administrative board in the county where the property is located. To apply, you need a special form that you download from ...
Formulate informative subheadings
Another visitor to jordbruksverket.se may want to check how much money they can get before applying for a particular grant. To enable the person to locate the answer quickly, it is useful to write informative subheadings that show where the answer to the question can be found – in this case "How much money can you get".
This is particularly effective when the subheadings are clickable. This allows the visitor to easily click through to the answer to the question.
How to write informative subheadings:
- Tell the reader what the section says. What will the reader know after reading?
- Feel free to write a full sentence: a statement, a question or a call to action.
- Put the key word of the section early on – for example, 'Conditions of the grant'.
Now you've got three tricks for responding quickly to impatient visitors. The next part of the blog series will look at how you can deepen the content for those already in the know.
