How to write a clear, scannable text for your website?

In an era of abundant information, it's crucial to capture the attention of your readers. A clear text on your website is the key to maintaining interest. But how do you achieve that? Let's delve into how to write a clear text that is easy to read and understand for online visitors. 

SEO Digital marketing
November 13, 2023
Laura Wientjes

1. Clarity in structure is key

  • A compelling title attracts the reader and immediately gives an idea of what the text is about
  • Summarize the main message in the first paragraph so that visitors know what to expect right away
  • Headings and subheadings guide your visitors and assist with text scanning
  • Conclude with a call-to-action

2. Make your text digestible

Organize your text into paragraphs with subheadings. Additionally, use white space to create a clear layout. This enhances readability and directs attention to key information.

3. Bullet points and numbering

Bullet points or numbering are ideal for structuring and emphasizing information. They make it easier for your reader to scan through text or lists. Use them, for instance, to describe relevant details or step-by-step plans. 

4. Write in the active voice

When placing text on your website, ensure it is written in the active voice. Avoid jargon and overly technical language. The reader feels more engaged with the text—and your company—when it feels like you're speaking directly to them. This also makes the text more accessible. 

5. Informative links

If you use links, ensure they are clear so readers know what to expect when they click on them. Use descriptive anchor texts

Instead of writing: click here for info
Write: view the program or sign up here

6. Responsiveness

Regardless of the device your reader is using, the text should remain readable, whether it's on mobile, tablet, or desktop.

7. Utilize visual elements

Images, videos, or infographics complement the text, provided they are relevant, of course! Ensure that the content and message of your text align with your visual elements. Don't forget to add alt texts to your images for better search engine optimization. 

Tip: You can use tools like Hotjar or Clarity to gain insights into visitor behavior on your website. By using heatmaps, you gather qualitative data that allows you to optimize your website for conversions.


A scannable text results in a better user experience and satisfied visitors on your website. Moreover, a clear text structure benefits your visibility. When your text is well-read, Google assumes it contains relevant information. Extra credits, indeed!

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