How should you format your content in such a way that it follows how readers naturally scan content? Use the F Pattern! Discover what we're talking about in this video and learn how you can improve your content's format using it.
2. Reading Online
• People will generally read from top
to bottom but…
• Readers online will follow an “F
pattern”
3. What Is The F Pattern?
• First, you will read across the full length of the
page—from left to right
• Next, you will probably bring your eyes back to
the left side of the page and give the vertical
length of the page a quick scan and again, read
from left to right
• Finally, your eyes will skim through the rest of
the page going down
4. What Does The F Pattern Tell You?
• Most readers don’t read long blocks of text
• It takes visitors just a few seconds to decide
whether they like your content or not
5. How Can You Use The F Pattern
To Your Advantage?
6. The Top Bar Should Give
Important Information Visitors Are Looking For
• Contact information (for “Contact Us” pages)
• A good headline (for blogs, sales pages, etc.)
• Provide relevant information
7. Short Horizontal Bar Should Have
A Compelling Sub-Headline
• Provide supporting text that reinforces your
headline
• Use this spot to add copy that can engage
your audience
8. Vertical Length Should Feature
Bite Size Content Pieces
• Use bullets, numbers and block texts to break
up content
• Use bold font to draw attention important
content
9. Final Note…
While the F Pattern is a common browsing
behavior, there are still exceptions to the rule.
ALWAYS, ALWAYS, ALWAYS SPLIT TEST!