Most Companies Write for Skimmers and Lose Their Best Buyers
Most growth-stage companies leak revenue because their messaging does not build buyer certainty.
The 85/15 Rule
Every sales or product page has two types of visitors.
85% are skimmers.
They scan headlines. Bold text. Bullet points. Images.
They decide fast — based on feel and clarity.
15% are readers.
They read every word. Every detail. Every claim.
They want to understand before they commit.
Most pages are written for the 85%.
And that’s where the mistake happens.
Who You’re Actually Losing
The 15% aren’t casual browsers.
They’re serious buyers.
They’re the ones doing real research. Comparing options. Looking for reasons to trust you.
They landed on your page with intent.
And when they couldn’t find what they needed — the depth, the detail, the answers to their objections — they left.
That’s not a traffic problem.
That’s a copy problem.
Why This Matters More Than You Think
Think about what you sell.
If it’s high-ticket — the 15% are your buyers. If it’s a considered purchase — the 15% are your buyers.
If trust is part of the sale — the 15% are your buyers.
Stripping your page down to please skimmers often means losing the very people most ready to spend real money.
The irony?
Chasing brevity can mean fewer sales.
The Fix: Write the Page Twice
Not literally.
But your page needs to work on two levels at the same time.
For skimmers:
- Strong headlines that tell the full story on their own
- Subheadings that guide the eye
- Bold key phrases
- Short punchy paragraphs
- Clear calls to action — more than once
For readers:
- Full body copy that goes deeper
- The “how it works” detail
- Proof, case studies, testimonials
- Objection handling
- The reassurance that closes the deal
A well-built page lets skimmers move fast.
And gives readers everything they need to say yes.
Neither experience feels broken.
Both can convert.
The Bottom Line
Don’t choose between skimmers and readers.
Write for both.
Layer the page so skimmers get a complete story from headlines alone — and readers get the full picture when they dig in.
That’s not more work.
That’s smarter work.
And it’s the difference between a page that converts one type of visitor — and a page that converts them all.
What does your current sales page look like — built for skimmers, readers, or both?
You may need a Message Architecture Audit™ – Built on the Morrison Advisory Methodology
