Good Copy Tip #2: People do not read, They scan
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Often when we sit down to write our thoughts come on in the form of paragraphs. In fact this was how we were taught to write. The problem with this is your website readers have little patience to sit and wade through all your text. They want to be able to scan and quickly identify if what they are looking for exists on your website.
Here is a recipe for scannable text:
- Break your page content into topic sections
- Create a Header for your first section. Format it in color and with a large font.
- Write a 2-3 sentence intro paragraph on the topic. Make sure your line height is set to 1.25x the font size for easier reading.
- Next utilize numbered & bulleted lists to highlight the key points linking them deeper into your website
- Finally repeat for your other topics on the page.
By following these tips your website will present your business in a way that caters to the needs of your visitors. By doing so, there is a much higher chance that your website visitors will become clients.