Nobody wants to be faced with a giant wall of text when they visit a website. We’re all busy and we all want to find the information we need as quickly and easily as possible. So, if you want to grab your reader’s attention and stop them from heading to your competitor’s site, you need to format your web copy to make it interesting and easy to read.

Posted in: CopywritingWriting For The Web

Here’s how:


1)    Put your most important point first

Studies have shown you have just a few seconds to grab the attention of your web visitors when they land on your site. So you need to show them you offer what they’re looking for … ASAP.

Make sure you put your most important point first to immediately demonstrate how your product or service will benefit them. 

2)    Use subheadings

Most of us skim read the text on websites to find the answers we’re looking for. Help your reader scan your content by using subheadings to highlight your key points. This breaks your web copy into sections and stops it from looking blocky. 

3)    Use bullet points

List items using bullet points, rather than writing them in a sentence separated with commas. Bullet points are easier to read and help your visitors process information quickly.

4)    Highlight important points

Highlight key points using bold, italics or a larger font. This will make them stand out and draw attention to them.

Using colour can also help to draw the eye to important points or sections. Be careful not to overdo it though, as too many colours can overwhelm the reader or become distracting.

5)    Keep your sentences short

Reading on a screen is tiring, so your website isn’t the place for lengthy sentences and explanations. Short sentences will keep your web copy snappy and to the point.

If you’ve used a semi-colon in a sentence, or conjunctions like ‘and’ or ‘but’, see if you can split it into two sentences instead.

6)    Leave space between paragraphs

Keep your paragraphs short and scannable, making sure you include space around them. White space will help your reader digest and understand what they’ve just read before they move to the next paragraph. 

7)    Add pictures, videos or infographics

Relevant pictures and videos will add interest to your web page and enhance the points you make in the text. They’ll also help visual learners connect with your content.

To make your web page look less text-heavy, see if you can present any of your information in an infographic instead. Infographics can be a great way to present complex data or statistics and break up dense paragraphs.

8)      Make your content interactive

Think about presenting your content in an interactive way that keeps your reader’s attention.

Instead of having all your web copy in paragraphs, could you use expanding/collapsible boxes so readers can click on the parts they’re interested in? This format can be a handy way of presenting case studies or FAQ pages so readers can easily navigate lots of information.


Need words for your website? I can help. Get in touch for a chat about what you’re looking for.


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