The claim
Scannable structure with clear headings and front-loaded answers improves comprehension and engagement.
What the evidence shows
Nielsen Norman Group's eye-tracking studies show users rarely read web pages word for word, instead scanning in F-shaped and layer-cake patterns and fixating on headings, the first words of lines and the top of the page. Content that front-loads meaning and uses clear structure is absorbed far more effectively than dense prose. Poor structure drives users away before they reach the value.