I’ll keep this brief because you’re probably not going to read it all anyway. In fact, that’s my point – web users don’t read, they scan.
The adjacent heatmap shows eye activity on a typical product page. This is fairly normal behaviour and displays what Nielson calls F Pattern reading, after the shape the eyes follow on the page.
So if they’re not going to read it all, make sure they read what you want them to – lose everything else.
- Steve Krug’s advice in his book is “lose half your words, then lose half of what’s left”. I’d say that’s a good start. Just keep taking out words until every last one is vital
- Front-load your text – Put the important stuff at the beginning, because people probably won’t get to the end. Screen-reader users especially will skip content if the start isn’t engaging
- Formatting – Headers, bullet lists and bolding help direct the eye to the important places and are easier to read that large text blocks
- Practice on twitter – the 140 character limit should help!