Land Rover UK TOV Guidelines

LAND ROVER UK COPY GUIDELINES
21
RESPECT YOUR READERS’ TIME
ESPECIALLY ONLINE
HOW TO WRITE FOR SCANNERS
To make your copy extra easy to scan on desktop and mobile,
keep it short and make it easy to glance through using the
techniques mentioned previously, together with the following:
HOW TO WRITE SCANNABLE COPY
FOR DESKTOP READERS
1. We read in an F pattern.
So try and position and emphasise the most important
copy on the left-hand side and the top of the page.
2. We read the headline and the introduction sentence first.
So make sure they’re compelling.
3. We start moving down the page looking for key information.
So try to include one idea per paragraph.
4. We almost always stop at the first answer we find.
So put your most important copy right at the top.
HOW TO WRITE SCANNABLE COPY
FOR MOBILE READERS
1. We focus on the centre of the screen.
So use a single column layout.
2. Scrolling comes naturally, poor readability doesn’t.
So make your copy as tight as possible, then increase
the font size by at least 20%.
3. Hyperlinks are more difficult to click on.
So use buttons instead.
4. Email subject lines get cut off if they’re too long.
So keep your subject lines under 50 characters, and use the
preheader text to elaborate (we’ll talk about this more in
the next section).