It’s pretty much a given that when you read an article, listen to a speaker, or discuss with peers the topic of website content, at some point keeping the visitor’s attention will come up.

I am sure you have heard several times that most content is rarely read. Instead people briefly scan over it, looking for small pieces of information that look important. This phenomenon is much like shopping for a new dress to wear to a party. You walk into your favorite dress shop and scan the whole store, looking for a color or pattern that looks interesting. You then walk over and examine it in more detail. You check the fabric and the cut. Then if you like it, you try it on.

In general, this same approach is used when reading content online. You visit a website and scan the headlines and images, looking for a topic that you find interesting. You briefly scan the content or read the summary and then if it looks promising, you read it.

Today I want to discuss how you can use design to help convert more scanners into readers… and ultimately buyers.

Headlines: Make sure your headlines and sub-headlines stand out from the rest of your content. Use bold type, a different color, a bigger size. Call attention to your headlines and sub-headlines. This will help guide the reader through your content. Also, the words must grab the readers attention, peak their interest and make them want to know more.

Images: The image is an immediate support tool for the headline, supporting your topic or theme. Make sure it is relevant to the content. If your image doesn’t match up with the headline, establish a reason for the image choice very early in the body of the content.

Summaries: Think press release writing 101 – assume your reader may only read the first paragraph. In your first paragraph, give a summary of key points and a reason to keep reading for more details.

Lists: Numbered lists, bulleted lists, and lists in general are all very effective ways to provide content because it caters to the readers need for speed and quick scanning of your content for the information they need. It gives them information in short bites that are easy and quick to read. A scanner’s dream!

Call to Action: Finally, seal the deal with a killer call to action. You did all the right things to get your reader to sit down and read your content to the end. Now reward them with a concise and crystal clear opportunity to take immediate action. This may be to contact you, to purchase something, to opt-in for a free gift, to register for a call… Whatever it is, just make the ask and watch your results increase!