Thursday, January 14, 2010

Great Web Content is Visually Friendly

Here's #8 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.

Hallmark of Great Web Content #8:
Great Web content is easy to find and easy to scan.

According to David Talbott, a content expert at Studio B, most people who find your content won’t go on to read it unless it passes their scan test. What will pass? Talbott calls it “brain-friendly” content.

“You can force your brain to do things you need to do, like read a boring white paper the boss sent you, but that’s hard work. Brain-friendly content gives brains what they need, so that they keep reading.”

Any content you control—whether it is an email, a white paper, a landing page, or a product page—should be inviting to read. No dense paragraphs or endless scrolls. Use lots of subheads, bulleted lists, callouts, sidebars, charts and photos with captions, and other devices that break up the pages and help the reader determine whether the full text is worth reading.

For more hallmarks of great web content, read the white paper.

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