If you've been reading our blog for a while, you're probably heard us say this more than a few times:
"People don't read content, they scan it."
That's because people tend to scan rather than read in full when browsing online, especially when faced with an overwhelming amount of information.
For coworking space operators, understanding how users read—or more often, scan—is key to crafting content that effectively captures and holds attention.
Whether you’re promoting your coworking space through your blog or email marketing, scanning behavior is a critical factor in your content strategy.
Here's an overview of common scanning patterns and how you can leverage them to create more impactful content.
One of the most well-known scanning behaviors is the F-pattern, but it’s not the only one. Recognizing different scanning methods helps you design content that’s easy for potential members to navigate and absorb, whether they are browsing your blog or skimming through a marketing email.
In this pattern, users start by reading horizontally across the top of the page. As they scroll down, they read less horizontally and more vertically. The top few lines and the first words on each line capture the most attention. This is especially common when users are skimming through long-form blog posts.
Here, users move consistently from one heading to another, occasionally diving into the body text beneath. This method is particularly effective for blog posts with lots of sections. It also works well in emails that highlight different membership tiers or upcoming events.
Users often look for a "good enough" solution rather than the perfect one. When browsing a blog post or email about coworking membership options, for example, they may fixate on one that seems to meet their needs without exploring further. This scanning pattern shows why it’s essential to place your most compelling offers near the top of the page or email.
This is common in tables, where users scan left to right across a row, then move down to the next one, repeating the process. For coworking blogs, this pattern can apply to comparison tables, such as pricing breakdowns or lists of available office spaces, helping users evaluate their options easily.
In this case, users skip large blocks of text, focusing only on specific words, links, or dates. This happens frequently when people are searching for information quickly, such as office availability, member events, or tips on maximizing productivity in coworking spaces.
Here, users read content in full, word by word. This is more likely when readers are highly motivated. Older adults tend to engage in this pattern more than younger users.
For coworking operators, guiding your audience's attention is critical. A poorly designed blog can lead users to miss out on important information about your services, pricing, or unique offerings.
Here’s how to avoid that:
Good formatting can help structure how users scan blog content. Use clear headings and subheadings to break up your text and make it easier to follow.
Keep in mind that users spend most of their time focusing on the left side of the screen, so important points, such as calls to action like “Book a Tour” or “See Available Offices,” should be placed on the left or near the top of your post to maximize visibility.
Another way to enhance scanning is by offering visual cues to anchor readers' attention. Front-load your headings with keywords, so readers quickly understand what each section is about.
Visual elements, such as images or icons, can also help anchor attention. Include photos of your coworking spaces, community events, or member success stories to break up text and provide engaging content in your blog posts.
If you’re presenting complex information, like pricing tiers or comparisons of coworking services, consider using floating headers in tables. This helps readers keep their place as they scroll, making it easier to compare options. For example, having your membership levels clearly marked in a floating header ensures that readers know exactly what they’re reviewing, no matter where they are on the page.
Pay attention to the rhythm of your content. Blog posts with long, uninterrupted blocks of text will lose readers quickly. Instead, break up the flow with alternating sections, visuals, and clear calls-to-action (CTAs). A blog designed with rhythm will not only hold attention longer but will encourage deeper engagement—leading users to take action, such as booking a tour or contacting you for more information.
The same scanning behavior applies to email marketing. Readers skim through emails, especially when they’re browsing on their phones, which makes it essential to craft emails that quickly convey your message and guide the reader’s attention. Here's how you can optimize email design for coworking spaces:
In email marketing, users start by reading the subject line and the first few lines of the email. This means the top part of your email is prime real estate for conveying your most important message.
To make your emails more scannable, use clear headings, subheadings, and visual cues that break up the content into digestible sections.
Some readers will engage more deeply with your email content, especially if they are highly motivated. You can capitalize on this behavior by providing in-depth content or adding links to blog posts that dive deeper into topics like coworking productivity tips or community highlights. These readers are more likely to click through to your blog, where they can explore additional information.
Emails, like blog posts, need to be visually structured to guide the reader’s attention. Here are a few key strategies to optimize your emails for scanning:
Since many people check emails on their phones, design emails with mobile in mind. Use a single-column layout, larger fonts, and touch-friendly buttons to ensure your emails are easy to read and navigate on small screens.
By understanding and designing for scanning patterns in both blog and email content, coworking space operators can significantly improve engagement, ensuring that potential members quickly find the information they need—whether it’s in a marketing email or on your blog.
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