How to Write Visually Attractive Blog Posts

man blogging on laptop

Getting the ideas down is one thing, but how do you make your post look easy-to-read and eye-catching? The key is to break up a wall of text and include many different elements for visual interest. This way, the reader still benefits.

There is a lot of research that says website visitors don’t read very much. They scan.
The 1997 study by Jack Neilson called How Users Read on the Web says in summary, “They don’t. People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences.” If they see a block of text, they will walk away. We want to make it easier for them to quickly scan a page and know what it’s about, and be able to read further if they want to know the details.

Read this book for more information

Well-known usability author Steve Krug wrote a book on this subject. It’s called Don’t Make Me Think. He goes into detail about a lot of points to remember when writing for the web. This is a good book to have if you are going to be doing any web writing or content planning. I advise you read it. Scroll down to see some of these and some other important points we’ve learned through writing for the web for years.

Create a scannable outline with subheadings

Your page should have one main heading, and that is the title of the page. It should be the same as the URL. Your page should have subheadings for each subtopic in your article. These subheadings can easily be scanned by the reader so they know what your page is about.

Add images wherever possible

A picture is worth a thousand words. Visual data is read faster than text.

Use bullet points or numbers when listing things

Bullet points can be used with:

  • Types of services you provide
  • Client demographics you serve
  • Tips and tricks to use your product better
  • Benefits that other clients have gotten from using your service
  • Benefits that your prospects will get from using your products

(Be creative!)

Use in-text links

In-text links are easier to read than creating a whole new sentence and pasting the long URL in it. For example:

Links add color and visual interest to your paragraphs. They also let the reader know that you have sources to back up what you’re saying, or more information in case they want to learn more. They let the reader know you’re trying to make the reading process easier for them. In-content links are also better for SEO.

Make the most important points bold

If you have some important points that you haven’t turned into in-text links, make them bold. They will stand out and help the reader scan the text and pick out the most important points. It’ll let them know that you care about what they think of the text, and what the key points are to take away.

Break up long paragraphs

Long paragraphs are difficult to read. If you have more than 3 sentences in a paragraph, break it into two or more. Readers are more likely to read several small paragraphs than one large one.

Use the right words and ideas

Believe it or not, the actual words on the page make a big impression. Readers will pick up words here and there as they scan the page. Using ideas that will resonate with your readers, along with words that they’re interested in reading about, will help them get a feel for whether this page is right for them.

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