How to create online content people will actually read
Image by Niek Verlaan from Pixabay
We’ve all heard “Nobody reads anymore.” But the truth? People do read online. However, research shows folks do read, just not word for word. People are scanning for what they care about and then focusing more deeply. It's a lot like grocery store shopping. You may focus on finding the aisle you want first. Only then do you focus more in depth looking for something specific.
Content needs to be digestible and easy to navigate. If not, people will move on. So how do you build scannable? Here are my favorite tips.
1. Make the most of your headers and subheaders
Don’t bury your best information in the copy. Use headers and subheaders as sign posts. They can mark key takeaways so folks can more easily find what they're looking for. Some questions to think about as you write your header:
What do you want people to know?
What is the main point in this section?
What information is most valuable to your audience?
What keywords are people looking for?
Don’t: Write better
Do: 5 tips for better headers
2.Keep your paragraphs short and sweet
We’ve all been there. You’re trying to find something online and you run into a big block of text. It’s easy for your eye to skip a line and miss something.
The impact on your business? If customers miss important information, they’ll struggle self correct or self serve.
You can fix this by having shorter paragraphs. Not only is it easier to read but it’s a quick fix to your existing content. Try to keep your paragraphs to 2-3 sentences.
3. Embrace lists
One of the best parts of the internet is the infinite vertical space. Lists can give a break in paragraphs and are much easier to read. Use numbered lists for step-by-step processes. Use bullet points for unordered items.
Don’t: Turn left at the light, go straight for one mile, and finally turn right by the McDonald’s
Do:
1. Turn left at the light
2. Go straight for 1 mile
3. Turn right by the McDonald’s
If you have a more casual brand voice, you can get creative here. Instead of a plain bullet, use an emoji or a brand specific icons for a more playful feel.
4. Let visuals help
I may be an expert at words, but I love a good visual. Good visual design goes way beyond just bullets or numbered lists. Icons can help direct an eye toward specific information. A little bit of bold can ensure an important fact is seen.
As you design your work or work with a designer, ask: what is the most important information? How can we bring visual focus here?
Visual design doesn't have to be complicated. You can use pull quotes to highlight important information and create a visual break. Infographics can also help you tell data in a more compelling way and can be repurposed for social media.
5. Create for multiple touch points
At a previous job, I was struggling to figure out how to provide the right content to two different types of users. We needed a high level summary for more novice users. But, we also needed more detail for the more seasoned users. Both needed reassurance— we were asking them to trust us and use our financial services.
So we got creative and designed for both with a progressive disclosure. We started with a high level summary on the page. Those that wanted more could click for more information and see it in a modal.
It’s easy to assume that your content needs to be able to do everything for everyone. But, it’s common to have subsets of customers who expect different things.
Instead, think of your offerings as things that work together. Are users coming to this page from an email campaign? Instead of repeating yourself, expand on what you said in the email. It's important to get creative whether through progressive disclosure, or multiple touch points.
Final thoughts
Making your writing easy to scan doesn’t mean making it simple—it means valuing your customer's time. When you organize your content so it’s easier to read, you'll keep people engaged. Want help making your content more effective? I can help you keep your voice and help your audience fall in love with what you do.
