You already know how important good content is to a successful website. Search engines thrive on content. Social media loves to share content. Shame visitors don’t read content – at least not in the way you think.

Studies have shown that 80% of online readers skim web content, rather than reading in the same way as you would a novel or magazine article. Web surfing is a different activity – as much about clicking around than reading the words. Therefore, the best web content is structured to get the point across under these extremely difficult circumstances.