A common mistake is to format website content like a book or a magazine article. But the internet has spawned a style of “speed reading” that involves skimming the page for relevant words or phrases.
Effective website writing makes it easy for your visitor to find what they’re looking for.
The Proper Use of Subheads
When used correctly, subheads can open the text and make it easier to scan. Think of them as “selling” the reader to continue reading further.
Plus, subheads are the perfect opportunity to highlight keywords on the page.
Overlook this simple technique and visitors face unapproachable blocks of gray type. Which feel like too much work to read.
So, they leave.
When to Use Bullet Points
Another technique that enhances browsability is the use of bullet points. Here are some things to keep in mind about them:
- Bullet points should be short
- They should be of similar length
- Eliminate all fluff—stay on point
- Make sure they include keywords
- Use no more than seven bullets
Always use an odd number of bullet points. The example above uses five. Three works well too.
Using Short Paragraphs
English majors often stiffen when confronted by website writing. Probably because the internet wasn’t around when they graduated.
Because it looks choppy.
The paragraphs are short.
But this makes website content approachable. Scannable and easy to browse.
Your website visitors are more likely to consume your content if it’s easy to read. Readability is an important part of the equation as well.
Want easy-to-browse content for your website that engages prospective clients and patients? Arrange a Content Consultation to discuss your project.