I’ve recently started picking up more copywriting clients in the home improvement industry. One thing that this industry generally does right in their online marketing, is their visual approach to the medium. It’s an easier way to move readers from start to finish, and improve readability.
A lot of the how-to posts out there come with pictures for the visual learners. These days, with our short attention spans, everyone has become a visual learner. As a writer, it’s important to do everything within your power to improve readability on your blog.
Here are a few suggestions to keep your blog readable:
- At least one photo with every blog post. A photo can really help a visual learner, and they’re easier to interpret than a large chunk of text.
- Lists. This breaks content down into very manageable chunks. It’s easier to read when it’s broken down like this.
- Shorter paragraphs. It moves your readers through at a quicker pace.
- Bolded subheads. These also produce more manageable chunks of text.
- Stronger word choice. Action verbs compel readers. Boring words drive them away.
- Create maximum impact in your Headlines and subheads. This short copy is often the first thing people will see. Take more time to make sure they’re well written and convey value.
- Stay on topic. You know that exasperated feeling when you’re wishing a friend would get to the point? It goes for written work as well. Save the crazy aside for another post.
- Inject personality. You need to stay on point, but you need color at the same time. Don’t give us the same blog we’ve already read a number of times. Make it yours.
- Strong Call to action. When you want your readers to take action, ask.
I don’t care if you’re Hemingway, Twain, or Poe. No matter how great your writing, it needs to be presented in a more visual manner to succeed online.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
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