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On well-written pages:
Clear content, simple language, and important information…
Yet the customer enters, glances over, and doesn't read.
Here we must understand an important fact:
The customer doesn't decide to read…it's the page that makes them read or not.
Reading is a visual behavior before it's a linguistic one.
And if the page doesn't help the customer's eye, the text—even if it's excellent—won't be read.
1. The page doesn't give a reason to read.
The first two seconds are crucial.
If the customer doesn't understand:
– Why should I read?
– What will I gain?
They will skip the text immediately.
The title or the first line must give a clear promise, not just an explanation.
2. The text seems “heavy” at first glance.
Even before reading, the eye sees:
– Long paragraphs
– Lines juxtaposed
– No breaks
– No headings
The result?
The mind says: This is tiring…let it go.
3. Lack of Visual Gradation
Reading requires:
– Clear headings
– Varying sizes
– Comfortable spacing
If all the text is the same size, weight, and color… the eye doesn't know where to begin.
4. The page demands high concentration from the start
Some pages begin with a heavy introduction or a general explanation.
The client hasn't yet gained confidence or grasped the value, yet you demand their full attention.
They often ignore the text and scroll.
5. The text doesn't follow scrolling motion
The client doesn't read linearly like a book.
They:
Scratch → Stop → Continue → Skip
If the text doesn't allow for this movement (comma, periods, headings), the reading experience is disrupted.
6. Too much information without guidance
The problem isn't the amount of content… the problem is when every piece of information is presented with equal importance.
The eye needs to know:
What's most important?
What should I read now?
What can I skip?
7. Mobile Reveals the Problem More
On mobile:
- Smaller screen
- Less focus
- Faster fatigue
Excellent text on a desktop can completely fail on a mobile device if it's not designed for quick reading.
8. The page explains before it reassures
Some pages begin with a lengthy explanation without reassuring the customer:
- Is this the right place for me?
- Is this what I need?
If reassurance isn't provided first, the reading won't continue.
9. The text doesn't lead to a clear decision
The customer asks themselves:
Okay… and then what?
If the text doesn't guide them to a clear step (understanding, comparison, decision),
they feel that reading is pointless.
10. Good writing requires good presentation
Good writing needs:
- Organization
- Division
- Visual rhythm
- Eye comfort
Without these, the text becomes a burden.
If your page isn't readable, it doesn't necessarily mean the content is bad.
Often, it's written correctly… but presented incorrectly.
Let the page be easy on the customer's eyes before you ask them to read.
Make reading an easy experience, not a chore.
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