By Cris L. Rominger
1.
Chunk content
Separate information into digestible
"chunks" to facilitate scanning and reading.
According to Crawford Killian,
author of Writing for the Web, 100 words in one solid block of text is a
symptom of paragraphosis, in which the eye becomes unable to focus or track
through a mass of type.
Chunking content creates natural
breaks and helps readers absorb information in manageable pieces.
A chunk can have two or three short
paragraphs, each with a subhead, all surrounded by lots of white space.
Avoid transitional phrases so your
content chunks can stand on their own. Information on the web in consumed in
modular rather than linear style.
2.
Use instructive headings
Heat maps and eye tracking studies
repeatedly show that headings grab our eye.
To leverage their impact, use
descriptive phrases that inform the reader what the content is about.
Place information carrying words at
the beginning of headings to quickly convey meaning and use language
your readers understand.
3.
Format for scannability
- Bold information-rich keywords to help symbolize what a paragraph is about. Be
careful not to go overboard. Too many bolded words are distracting and
hard to read.
- Use bulleted and numbered lists when appropriate. Bullet lists rank right next to
headings as the most-scanned areas of a page. Bullets are a great place to
convey key benefits.
- Consider tables
for voluminous information. Tables or matrices can quickly convey and
compare information that is easily lost in text.
4.
Use anchor points
Effective anchor points help draw
attention. Use product hero shots, photos, graphics, and captions to guide
the eye and reinforce your message.
5.
Be clear and concise
Write in the active voice, use
strong verbs and simple sentence construction, and get to the point.
Flowery or
"marketing-oriented" prose does more than slow readers down – it
annoys them.
6.
Employ good design
Good design helps convey your
message and instills confidence and trust.
Proper use of visual segmentation
and hierarchy will do wonders for reader comfort and, ideally, help guide
readers to take the next step – interact with you.
http://www.b2bcommunications.com/b2b-resources/b2b-marketing-articles/web-content-tips/
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