BLOG: Blog like a journo' - it's easier

When approaching the writing of a website or blog post, the underlying thought you must keep in mind is that people have VERY LITTLE TIME to read your words and NO TOLERANCE for text that is too wordy, boring or written in fonts that are hard to read.

BLOG: Blog like a journo' - it's easier

I was reading about myself in the online paper the other day and something occurred to me and it might have a huge impact on the ease of writing and the readability of your blog on desktop and mobile devices.

When approaching the writing of a website or blog post, the underlying thought you must keep in mind is that people have VERY LITTLE TIME to read your words and NO TOLERANCE for text that is too wordy, boring or written in fonts that are hard to read.

People will leave your website or blog in seconds if there is even a hint that your content is wasting their time because you didn't take the time write efficiently or present your words using an easy to read font or layout.

Enter your local online newspaper.

We can safely assume that newspaper websites are optimised to engage readers for as long as possible. And wouldn't it be nice to achieve the same on your website or blog – especially if you're aiming to build a tribe of loyal followers.

One thing online newspapers do particularly well is offer visitors short, easy to digest paragraphs (just like this one). Paragraphs that are between 2 to 4 lines deep and contain just 1 or 2 points.

The advantage of this approach is that visitors can easily scan the page and digest the key points very quickly with much less effort required. Plus it helps them stay engaged as they're constantly finding something else that interests them as they move down the page.

How many times have you started wading into a lengthy paragraph or blog wishing the author would just get to the point so you knew whether it was worth reading on?

By using shorter paragraphs you make it very easy for visitors to skip to the next paragraph if they get bored. This is much better than them leaving your site altogether.

And by the way... this technique works really well for mobile devices, where even your short paragraphs will look longer due to the larger fonts used on mobile sites and RSS Readers.

So remember for your next blog.

Write short paragraphs that get to the point.

They're easier to write.

And much easier to read.

Good luck!


This blog was written by Matt McFedries, founder of PracticePlus. A website design and digital marketing consultancy that exists to help accountants and bookkeepers generate more business online. Follow Matt on Twitter for regular updates or join our LinkedIn Group.

Matt McFedries PracticePlus

As founder of PracticePlus, Matt’s expertise includes digital and brand strategy, website development and integration. His thorough knowledge and skills of IT and marketing – drawn from 15 years’ experience – are all encompassing, from CMS and CRM, online, email and mobile marketing to software development, SEO and web design.