7 ways to enhance the readability of your blogs

Posted on February 7, 2010 by Gary Chow | 2 Comments » | Trackback URL

No matter how insightful and interesting your blog is, it runs the risk of being ignored if it’s not presented in a way that takes into account how people read online. How you present your copy is just as important as what you write about.

When reading webpages, people tend to scan rather than read word for word. You only have a very short space of time to grab their attention before they click on.

So what’s the best way to grab attention?

1. Write engaging headlines

The first thing that grabs a reader’s attention is the headline. If you have an appealing image, it may be the second thing. But a headline is the key to whether your viewer reads or clicks on. Your headline should summarise the key message of your blog post. It should be engaging, interesting but most of all it should convey a benefit.

Your headline should answer the hidden question: ‘What’s in it for me?’ To this end it must address the two main things people are concerned with – 1) how to gain pleasure and b) how to avoid pain. This is why headlines that either promise a benefit (e.g. ‘Five ways to get a healthier heart’) or appeal to our fear of loss (‘Another economic crises is coming, are your prepared?’) are so effective.

2. Deliver your message in small chunks

We’re an impatient lot, so we find large blocks of text as daunting as a visit to the dentist. To improve readability, break your copy into easy-to-digest paragraphs. Write succinct paragraphs, preferably containing only one message, and signpost each with meaningful and engaging subheadings. Be creative, too. Headings should be interesting as well as informative. They need to attract attention.

Subheadings are vital to readability because they enable the reader to quickly scan and decide what to read and what to skip. Well written subheadings on a page also provide a good snapshot of what your article is all about and summarises your key messages at a glance.

3. Write like a reporter

A reporter is trained to write news stories with the conclusion at the beginning.  The first paragraph summarises the most important information followed by supporting paragraph containing additional details more or less in descending order of significance. The opening paragraphs should answer the key questions: Who? What? When? Where? Why? How? This technique is often referred to as the ‘inverted pyramid style’, and is particularly useful in a scanning medium such as the web. Your readers can get the gist of your article just by reading the first few lines.

4. Optimise for on-screen legibility

Unsuitable typeface, small font point size, bad combination of colours and lengthy line length can all detract from the legibility and appeal of your blog. Personally, my bugbears include tiny point size, squashed vertical line spacing and coloured or white text on a black or dark coloured background (or worst still, text with an image or pattern as background!).

For easy readability, rather than be too fancy, I’d suggest sticking to commonly used typefaces (e.g. Verdana and Arial) that work well on all the browsers, 10-12 point for body text, and dark coloured text on a light background. As for line length, I find a page is easier to read when the length is no more than 12-15 words across.

5. Use photos and images

A good picture or image works like a magnet. It’s the first thing people will notice about your blog entry and can work wonders for attracting readers. Images not only pique attention but can encourage readers to go beyond the headline and read your article.

Pictures can have a powerful effect. They can connect with emotions; for example, pictures of children and animals often make us feel warm and fuzzy. Likewise, a dramatic news photo can engage a different set of emotions, say, anger and sadness. Whatever emotions you evoke, the key thing is that images engage and resonate with readers. Images can also be used in a practical way; for example,  charts and screenshots can be used to reinforce your points and provide visual guidance.

There are many ways you can use images to enhance your posts, but be careful how you use them though. They should be relevant, and should complement what you are writing about although you don’t have to too literal about it. And make sure your images are of high quality. If you know how to take good pictures, then use your own but there are many services that offer free or inexpensive images which you can download.

6. Stick to one core message

Just as sentences and paragraphs should convey one central idea, one core theme, so too should your blog entries. Trying to say too much in the one post can make it too long, which may drive readers away. If you have a lot to say, you can simply break your post into multiple entries and connect them via links and through the heading (e.g. ‘Your post title part 1’ etc).

7. Write in plain English

I can’t stress this enough. Regardless of the subject matter of your post, by adhering to plain English principles you will ensure your post is more appealing and easier to read. More about plain English here but some ‘rules’ include:

• write with your target reader in mind
• use words economically
• write succinct sentences and paragraphs
• use active verbs
• use bulleted lists
• avoid jargon and other gobbledegook
• employ a welcoming and consistent tone.