Multiple marketing studies have found that 87% of people never read an entire web page. They skim and scan and generally only read the bullet points. For this reason, the initial pages that a visitor sees on a website should consist only of bullet points and easy to identify navigation links.
People don’t want to read a lot of information while hunting. They switch from hunting to gathering and are ready to read only when they feel they are at the right place on your website. If they are interested in what you have to say, they are willing to navigate 3-4 pages deep to get the information.
Let’s put these statistics into perspective with a medical or dental website. In a recent study by Google, they found that when a patient conducts a search for a medical practice or dental practice, 84% of the time they only want one of two things:
1. They want the practices phone number and/or
2. They want directions to the practice.
If 87% of the general population only skims the page and reads the bullet points, and 84% of your visitors only want your phone number or directions to your office; why is it that medical and dental websites make it difficult for the visitor to find the information they are seeking? They make a visitor muddle through large blocks of text to uncover the information that they seek. This is a huge mistake that is made by most medical and dental websites.