The average person is capable of reading 250 words per minute. Few people choose to do so.
80% of your page’s visitors will not read it. Ever. 20% — at most — will. That doesn’t mean that 100% of your effort serves only 20% of your audience. It means that 80% of your audience can be considered active, while 20% of your audience should be considered ambiently aware. But 100% of your effort must go to serving 100% of your audience.
Typically, headlines for a case study tend to follow both the conceptual structure of (1) Problem, (2) Solution, (3) Results and are literally written that way. But putting the headline Problem above a paragraph only labels it. It presumes that a scanner will read the text that follows. But since we know that the majority of scanners will not do this, re-writing the headline to summarize the paragraph’s content is the right thing to do. “Solution,” for instance, becomes “Reduced Time to Market by 60%.” This small copywriting effort serves 100% of your audience.
