Did You Know That Chunking Content Boosts Engagement?
- kmunn87
- Sep 11
- 3 min read
Updated: Sep 15
Content chunking is basically breaking the text on your website into bite-sized, easy-to-read pieces instead of having one huge wall of words. Think of it like giving your readers little sips of information rather than making them gulp down a whole pint at once.
By breaking down your text into sections with a heading, image and bulletpointed information it helps people to scan and understand your website.
WHY PEOPLE HATE LONG CHUNKS OF TEXT
Our brains are lazy… in the best way. We’re wired to look for the easiest path to understanding information. Long walls of text are exhausting because they overload our working memory (that’s the part of our brain that holds information we’re actively thinking about). Cognitive psychologists like John Sweller call this 'cognitive load'.
When there’s too much to process at once, we zone out, skim, or just leave the page entirely.
WHY PEOPLE LOVE SHORT CHUNKS OF TEXT
Short blocks of text, on the other hand, feel manageable. They reduce mental effort, guide the eye and give a sense of progress.
WHY CHUNKING ON YOUR WEBSITE MATTERS
Basically, humans are scanners. Studies show around 79% of web users scan pages instead of reading word-for-word (Nielsen Norman Group, 2020). That means if your text is too long and dense, visitors may never even reach your call-to-action. But if it’s chunked neatly, with headings and lists, people can quickly find what’s relevant and keep reading, and that’s when your website starts converting.
TIPS FOR CHUNKING
Structure with Headings: Clear headings and subheadings guide the eye and make scanning easy.
Use Short Paragraphs: Aim for just a few sentences per paragraph, each focusing on a single idea.
Add an image: Images, diagrams, and icons break up text and reduce visual strain.
Use Lists: Bullet points or numbered lists are perfect for features, steps, or key takeaways.
Prioritize Content: Only include the most relevant information for each chunk.
Consider Overlap: When chunking complex data, a 10–15% overlap between sections can preserve context.
Size matters: A good rule of thumb is keeping your chunk lines between 50 and 75 characters (that’s around 8–12 words). Lines that are too long can be hard to follow, while really short lines can feel choppy.
How to Implement Content Chunking
Step 1: The 30 second test
Can someone understand what you do within three seconds of landing on your homepage? If not, you need more chunking.
Step 2: Apply the Chunking Formula
One idea per chunk
Maximum 3 sentences per paragraph
Bullet points for lists
White space between sections
Add a visual
Step 3: Use the Hierarchy System
Main headline: What you do
Subheadings: Key benefits or services
Supporting text: Brief explanations
Call-to-action: Next step you want them to take
YOUR ACTION PLAN
Screenshot your homepage and look at it honestly.
Identify text blocks longer than four lines.
Break them into clear sections with headings.
Test with a friend and ask if they can explain what you do after 10 seconds?
The difference between a website that converts and one that doesn’t often comes down to how information is presented, not just what you say.
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ABOUT THE AUTHOR
Written by Katie Di Feliciantonio at Made by Katie. A Wix & Squarespace website design studio based in Surrey working with charities and businesses.
REFERENCES
Nielsen Norman Group. (2020). How Users Read on the Web. https://www.nngroup.com/articles/how-users-read-on-the-web/
Sweller, J. (2011). Cognitive Load Theory. Psychology of Learning and Motivation.
Slate Designer. (2023). Chunking Content for Better Comprehension. https://slatedesigner.com/blogs-inner-page/cognitive-load-theory
