Structure your content

Lay out your content and write copy San Franciscans can and will read.

On screens, most people skim and don’t read every word. Studies show users read about 20% of the words on a web page.

They could be reading on their phone, in a busy office, or on a train with inconsistent wifi. When someone is under stress, they have less brain power to absorb information.

They need clear, consistent steps and processes.