If you take a look at some of the top performing websites out there (think Apple, PayPal, and Warby Parker), you'll notice that they all share one thing in common--they make it extremely easy for website visitors to scan the content.
There's definitely an art to creating scannable content, though, and below are some valuable tips for writing this type of content:
1. Be concise and to the point.
When you're writing content for your website, it can be tempting to be too wordy and add fluff. After all, people love to talk about their businesses almost as much as they do themselves.
Here are some bad habits that you'll want to avoid when writing website copy:
- Giving too much detail
- Repeating the same point over and over
- Using the passive voice
- Throwing in too many adverbs (especially those ending in -ly)
To deliver concise content to your audience, you'll need to do some serious editing to reduce wordiness before hitting publish.
2. Write for scanners.
According to Nielson research, 79 percent of people surfing the internet are scanners. That being said, why not make reading your content effortless for scanners?
Here are several ways that you can make it easier for your audience to scan your content:
- Use clear subheadings
- Bold key takeaways
- Use bullets to break up text
- Embrace whitespace
- Create single-point paragraphs
- Use an inverted pyramid to walk readers through your content
Too many marketers out there claim to offer the perfect gift or the best price. By using such promotional language, you'll quickly lose the attention of your audience.
Instead, if you're more objective, you'll be more effective in earning credibility and trust with your audience.
Here are some ways that you can be more objective with your writing:
- Be fair and balanced with what you say
- Support your claims with facts
- Avoid exaggerating