Scanning

When was the last time you read a web page word for word?

Your audience probably doesn’t reach web pages this way either. Instead, they’ll scan the page, picking out individual words and sentences that interest them.

If you don’t capture your audiences attention, they’ll navigate away from the page, or worse still, move to another site – and all you’ll be left with is a high bounce rate.

If you have a message or information to convey, part of your challenge as an author, is making sure it’s easy for your audience to assess whether the content is relevant for them.

Highlighting keywords:

1. Hypertext links are one way of bringing attention to specific text
2. Changing the font style (bold, italic); colour; size; or tyepface

Content Layout:

1. Clear and concise sub-headings
2. One idea per paragraph
3. Bulleted or Numbered Lists

Content Development

1. Use the inverted pyramid style
2. Concise content, Less is more
3. Content Style (Objective, Persuasive, Active, Passive)

© Illustration Mark Matcho