Making Your Blog Posts Look Valuable to Read
Making your blog posts look easy to read is more important as what’s in them. If your blog posts look like a wall of text, people won’t even begin to read them to find out what they’re about. Break up large areas blocks of text with these elements to make them look easier and more fun to read:
The study How Users Read on the Web in 1997 by Jack Neilson says, “They don’t. People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences.” Visitors need to take in the information quickly and easily, so they don’t have to do the work of reading the entire page to know what it’s about.
Steve Krug goes into detail about opportunities to simplify websites in his book, Don’t Make Me Think. I advise reading this book to make your web content writing even more effective.
Use headings and subheadings
Your website should use subheadings under your main heading on every page. This ads to the ability of the reader to scan the site quickly.
A picture is worth a thousand words.
Make lists that look like lists, not comma separated items.
Make lists with bullet points, not commas:
- Social media
- Brand strategy
- Web design
The above list is easier to read than:
Marketing, SEO, social media, brand strategy, web design.
Especially when it’s hidden among a few sentences or paragraphs of text.
Use in-content links for better readability and SEO
In-content links flow together with the text. They show content that is relevant in the context of the paragraph being read without having to have an extra sentence with a long URL at the end of your paragraph.
Bold your key points
Bold text should be used sparingly, but if done right, can add an element of intensity and emotion to the words you are targeting. Make your important points bold, because that’s the value that you want your reader to take away.
Make long paragraphs shorter
No one wants to read a long wall of text. Paragraphs should not have more than 3 sentences. If they do, you can break them into two.
Getting the ideas out
The keywords on the page and the general tone you take in your writing do come across somewhat when someone scans the page. Although they may not be able to read the whole page, they will still pick out some words here or there. Writing about the right topics with a helpful spin in mind can go a long way in making the reader, or scanner, feel like they’re in the right place.