Editor’s Note: This is a guest post by Ryan Buckley, Co-Founder and Chief Operating Officer of Scripted.com

Most website visitors are scanners.

If web copywriters fail to recognize that website visitors are scanners, they will consistently produce copies that fail in its purpose. 

Writing for print is a linear process.

Its form is dictated by the format – the printed page. Readers come to the printed page searching for information. We tend to start at the top, scan the page in a clockwise fashion and then begin reading anything that catches our attention – usually moving from top to bottom.

Some readers come to the Internet looking for in-depth linear reading.

Some readers look for in-depth reading similar to what …

Editor’s Note: This is a guest post by Steven Phillips, principal consultant at Steven Phillips Creative Communication Strategies

How do you determine a running order for your website content?

Search engines are in line with human visitors on this. Both respond well to a time honoured practice of print journalism: a sub-editor, needing to make a story fit available space quickly, cuts from the bottom up, anticipating the most important points are at the top. You can treat your web content the same way.

The Content Pyramid

Use what I call the ‘Content Pyramid’. The highest priority content sits on top, lesser priority underneath and least priority at the bottom. 

It’s an easy and effective model plus it helps …