ScoreMySitePage structure
Hard-to-scan walls of text
By Caleb Gross · Updated · Based on Jev AI scores of 116 pages
Short answer
Most visitors scan. Use descriptive headings, short paragraphs, bullets and one visual per section so the page makes sense from headings alone.
Most visitors don't read landing pages, they scan them. Dense paragraphs, long intros and uniform blocks of text make it hard to find the points that matter.
5%
of the 116 landing pages Jev scored have this issue
8.7/10
average scannability score across the leaderboard
Why it matters
Scannability is 20% of the conversion score. If someone can skim the page in 10 seconds and get the value, they're much more likely to keep going.
Signs your page has this problem
- The intro under the headline is more than two lines.
- Sections have paragraphs but no bullets, bold text or visuals.
- Every section looks the same.
How to fix it
- 1
Cut the intro to one or two lines
Move the details further down where interested readers will find them.
- 2
Use bullets for lists of benefits
Three to five short bullets, each starting with the result.
- 3
Vary the layout
Alternate text and images, use cards for features, and give key numbers their own big type.
Checklist
- Hero intro is two lines or fewer
- Headings tell the story on their own
- Lists use bullets
- Each section has a visual
Pages that get this right
The highest scannability scores on the ScoreMySite leaderboard.
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Questions
How do I make my landing page easier to scan?
Use descriptive headings, short paragraphs, bullets, bold key phrases and one visual per section. A skimmer should get the story from headings alone.
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More landing page mistakes
Page structure
Benefits buried under feature lists
Sections describe what the product has, not what the visitor gets.
Page structure
Sections that don't land
Sections that are unclear, too long or missing a point.
Page structure
No screenshots of the actual product
Abstract art and icons instead of showing what people will use.
Page structure
Not answering objections
Visitors leave with questions about price, setup, data and switching.
Page structure
Hiding your pricing
No prices, or “Contact sales” for a product people could buy alone.
Headline
Your headline doesn't say what you sell
Clever or abstract headlines make visitors guess what the product is.