Only content that interests your website visitor will be read - the remainder will be scanned looking for content of interest. How do we ensure that our visitors are not missing out on vital information and that we are capturing their interest? Break your content down into easy to scan and easy to read sections.

Each page on your website should have content broken down into the following:

• Headlines
• Captions
• Opening Sentences
• Lists
• PS's

Headlines

Use headlines and subheadings to break out your content. Make sure these are bolded or italised or even another colour to stand out from the rest of your text. Someone scanning will definately read headings as they stand out the most.

Captions

Place captions under images to briefly introduce the image. An image 'is worth a thousand words' but sometimes they need explaining or to be introduced.

For instance, if your business is real estate and you have several photos for each property then use a caption to sell the image."The expansive and private back yard - great for family fun".

Opening Sentences

If a headline or heading captures attention then that visitor will most likely read the opening sentence or paragraph of that section. Make these an overall introduction that summarises the section but is punchy and encourages exploration of the remainder of the content.

Lists

Are and should be

• Easy to read
• A great way to summarise important points
• Eyecatching

Always place your most important item at the top of the list to ensure it receives maximum exposure.

PS's

If you are writing a web sales letter, an article or the content on your site is chatty in natures PS's are a great way to reinterate or summarise your point, and place your call to action.

In summary, screeds and screeds of text is boring so break it up and spread it out.

RETURN TO ARTICLES INDEX :: SEND THIS TO A FRIEND