News
 Make
Your Web Content More Readable
Most of the people who visit your website won’t read
every word. Do you? More likely, they’ll scan to
find the information that’s relevant to their needs.
You want to write your copy to make it easy to skim.
Following are some of the best suggestions you’ll
ever find. And, when you think about it from the
viewpoint of a web visitor, it makes perfect sense.
Susan Greene, an Orlando, Florida freelance
copywriter, offers these suggestions:
• Use strong headlines.
Grab your reader with a headline that essentially
screams, “You must read this!” That is, lead with
your strongest benefit, the main reason someone is
going to be interested in what you have to offer.
• Use lots of subheads.
Subheads break up big blocks of copy. They also, in
just a few words, summarize what the upcoming
paragraph is all about. They tell readers where to
“jump in.” Someone who scans your page should be
able to get the key points of what you’re saying by
looking at the subheads.
• Use bullets and numbered lists.
Like subheads, bullets and lists break up big blocks
of copy. They convey large amounts of information in
concise form. People like reading lists. The white
space around them helps set them apart from the rest
of the copy and attracts the eye. Use bullets for
lists when the order doesn’t matter. Use numbers for
procedures or steps, when the list should be
followed in order.
• Use white space.
Don’t cram every inch of the screen with text. White
space helps make a page more scannable and less
intimidating to the reader. Leave lines of space
between sections to help set them apart and look for
other opportunities to use white space.
• Keep sentences short.
The Internet is not the place for long-winded,
complex sentences. Because text on a screen is
harder to read than text in a book, you need to keep
your sentences concise. Basically, use one thought
per sentence. Break long sentences into two.
• Keep paragraphs short.
If you look at the newspaper, you’ll notice that
most paragraphs are two to four sentences. Apply the
same rule to website copy. Readers tend to skip over
long paragraphs. Stick to one key point per
paragraph.
• Keep line width short.
If your line width is too long, it will be hard to
read. Use columns, if necessary, like newspapers. A
good rule of thumb is 40 to 50 characters per line.
• Use colors, bold and italics for keywords.
If you want to make certain important words stand
out, put them in a different color or use bold or
italic type. Don’t use underlines because these
usually suggest hyperlinks.
• Use illustrations.
Even on the Internet, a picture is worth a 1,000
words. If you can actually show the reader what
you’re talking about, you’re more likely to make
your point.
• Use charts and tables.
Charts and tables are a great way to convey lots of
information in short form. They also help break up
blocks of text. Use copy to explain and analyze the
data the charts and tables contain.
• Choose an easy-to-read font.
Use fonts that were designed for online reading such
as Verdana (a sans serif) and Georgia (a serif).
Make the font big enough for easy reading (a minimum
of 10 point and preferably 12 point or larger). Make
sure line leading (the space between lines of text)
provides enough white space for easy reading.
• Use links wisely.
Be specific in labeling your links. Give enough
information in a link to rule out people clicking on
it by mistake.
• Proofread.
Nothing takes away from your professionalism more
than misspelled words or bad grammar. Proofread
every word and ask others to proofread your copy as
well. They may catch something you miss.
By Susan Greene. Reprinted with permission.
www.SusanGreeneCopywriter.com.
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