It's proven.
Most humans default to reading in an F pattern on the Internet.
That means folks read the first line and then skim down the left side of the page.
Why do humans behave in this weird way?
Speed. We’re scanning for specific information.
Words and images that grab our attention in an increasingly noisy world.
When you consider that your words will display differently by device, you can’t even control what those words are because the first word on a mobile screen will be very different to a desktop.
That’s why every part of your copy should work hard.
It needs to tickle your readers in places they didn’t know were ticklish.
Fail, and you’ll lose your reader.
Need this all explaining a bit more? Don’t worry, I have my PowerPoint presentation ready… let’s go.
How do we know about the f-shaped pattern?
Many big tech companies use heat patterns that track where the user’s eyes focus as they navigate a website.
This involves randomly selecting people, giving them a tablet, phone or desktop computer and asking them to complete certain actions.
The program then tracks where the user’s eyes look on the screen and creates a heat map. Red indicates the most intensely studied area.
Here’s an example from the Neilson Norman Group.
These studies are super helpful for UX teams as they offer unbiased data on how someone navigates your website or app.
But wait! I hear you cry.
This kind of technology is out of scope for many freelance marketers, small business owners or UX copywriters.
I get it.
So, if you can’t perform your own heat mapping exercise, you can still leverage the findings from other people’s research.
How does the f-shaped reading pattern help visual hierarchy
Understanding the F-shaped reading pattern is a game-changer for web content creators and marketers. It’s all about the hotspots where readers’ eyes naturally go when they land on a page.
Get this: those first horizontal sweeps across the top, followed by the vertical march down the left side of your content?
That’s prime real estate for your must-see messages.
Why does it matter?
Because in the blink-and-you-miss-it world of digital content, grabbing eyeballs fast is what it’s all about.
If you understand the F-shaped pattern, you can tweak your content layout to put the good stuff where it’s most likely to get noticed.
We’re talking about hooking your reader with headlines, subheadings, and key takeaways that play right into the path of the F-pattern reading.
Don’t ignore the f-shaped reading pattern!
It’s a mistake to ignore this pattern.
Use it to strategically place key messages in the areas most likely to be seen during the initial scanning process.
Without this, the most compelling parts of your content could go unnoticed, diminishing the impact of your message (and, by extension, your chances of conversion)
The secret is in another F word: formatting.
When copy feels like a block of concrete—uniform, dense, no signposts—it’s no wonder they skim, eyes naturally tracking the top, then down the left.
It’s what happens when the content layout feels more like a chore than a journey.
Your information needs to be arranged in a way that makes it easy to pick out the most important stuff.
Here’s how to do it:
- Make lists using bullet points
- Start each sentence with a meaningful word
- Break up your copy with subheaders
- Put important information in those subheaders
- Use hooks under subheaders to draw people in
- Write 1 sentence paragraphs
- Use different formatting for links
- Edit ruthlessly—they’re just words; it’s ok to kill them
- Use numerals (7) instead of words (seven)
Common F-shaped pattern pitfalls
Perhaps you’re feeling a little disheartened that all this work you’ve poured into your web copy isn’t going to be read.
Here’s the kicker: f-shaped pattern for reading web content is a pitfall of poorly formatted and boring content.
People don’t have to read this way; it’s more of a tendency than a guarantee.
The f-shaped pattern is not just about seeing where the eyes go—it’s about keeping them there, turning a scan into a read, and a read into an action.
The solution? Write super engaging copy and content.
The key is to sound human (which you know is an oddly hard thing to do!)
Here are a few things you can do to achieve that:
- Read copy out loud to ditch awkward phrases
- Use short words and sentences
- Replace jargon with everyday words
- Use the language your audience uses (Voice of Customer data)
- Build relationships with your audience elsewhere so they look forward to communicating with you
- Don’t be afraid to show some personality, shock and surprise people (did you read the heading of this article?).
Success! You’re equipped to use the f-shaped pattern
When content and copy are crafted with the F-shaped pattern in mind, you’re not just throwing information at your audience and hoping it sticks.
You’re guiding them.
Engaging them.
Swirling them deeper into your world.
And that’s what turns a casual visitor into a loyal customer.
That’s why the F-shaped pattern isn’t just a quirky factoid—it’s a cornerstone of strategic web design and user experience.
For more tips on grabbing readers by the eyeballs with your web copy, snag your free copy of the Microcopy Micro Course.
