Countless free and premium themes for every CMS have made life easy for content writers. Charming color schemes, quirky layouts and astonishing animations team up to hook the readers.
However, all that can be ruined if you don’t pay attention to the design of your writing. Good design is one of the many untold secrets of content writing. Every blog is preaching that content is king, but what’s the point if nobody bothers reading even the first line?
Let’s talk about some simple tweaks that will help you improve your design.
Nothing scares online readers away from a webpage than gigantic chunks of text. Though, sites offering ‘free membership’ and then asking for your credit card number are equally creepy! It’s a fact that web surfers don’t read your copy word by word, they simply scan it. White spaces make ‘scanning’ easy.
Forget about all the rules of minimum number of sentences per paragraph they taught you in the school. Many copywriters use one sentence or even just one word as a paragraph. Usually, it’s an important point that they want you to read.
Short paragraphs are almost ALWAYS read.
Yes, we love beautiful fonts but they should never come at the cost of readability. Your goal is to make the reader accept your Call to Action, not to fascinate him with the hottest typefaces. Strain their eyes too much and they will click away.
The prime consideration is the ease of reading, beautiful font can be an added bonus.
A picture says a thousand words. Now, imagine what podcasts, animations and video can do! Did you ever come across a piece of content without any embedded media? I never did.
But it’s not only humans who love visuals – even Google (the major source of traffic to any webpage) also likes media rich pages and bestows on them a higher page rank.
It can be a blessing for your readers, especially when your copy is extremely lengthy. Different people have different interests and they only want to read the most relevant information. Sections help them find what’s exclusively meant for them.
Only one huge section of a copy is the biggest encouragement for the readers to close a page. Two successive headings i.e. one main heading and one subheading, together would look rather odd. Always stuff at least one line between these two. It not only beautifies the copy, but also helps the reader understand what he is going to experience in the next lines.
Multiple colors look good on many things including your dress, the rainbow, the paintings and so on. But too many fonts only give a spammy, silly and ugly look to your write-ups! Two fonts that create a good contrast with your background are MORE than enough.
Since the early days of copywriting, list posts have always been the most popular pieces. But be careful – only use bullets where you divulge the most important facts. Overdose of bullets scattered all over the page will kill the reader’s interest.
You can also occasionally use block quotes, bolds and italics to emphasize certain words or phrases. Smileys can also be used where you have an informal interaction with your reader. But just like bullets, use them sparingly or they might backfire.
These five rules can make your journey a lot easier. But the core of copywriting is persuasion – if any of these affects it, don’t hesitate to break or bend them as rebellion against law is ‘fun’.
What rules do you follow when crafting your masterpiece copy? Let’s discuss them in the comments!