Get to the Point: How to Get (and Keep) Your Readers’ Attention

Web writing is different from other forms of communication. The tactics that you would use when writing a magazine article or a book won’t be nearly as effective in cyberspace. People who are looking for information online are more likely to skim a web page’s content looking for information than to take the time to read the text in its entirety.

You only have a few seconds to get your reader’s attention when you are putting up a web page. To do so, you need to make your point quickly. Put this information at the top of the web page as a statement that sets out the points that you will be covering. Then use the subsequent paragraphs to give more details about each point you are making.

How to Structure Your Web Page

If you choose to adopt this strategy your web page will be structured like this:

Start with an  introductory paragraph with a sentence that sets out the main points you will be making. Try to limit this to three or four per page. If you have numerous points you want to cover, consider listing them on a main page with links to more detailed content on sub-pages on your web site. That way, you aren’t overwhelming the reader with information, and you are encouraging them to stay on your site longer.

Devote a  paragraph or two to expand on each point you mentioned in your introduction.

Finish off with a concluding paragraph that summarizes your content. Include a “call to action” that tells your site visitor what you want them to do next, such as click through to the next page, sign up for your mailing list, or go to your order page.

Tell Your Readers What You Want Them to Do Next

Don’t hesitate to tell your site visitors what you want them to do next. If they can find more information on a sub-page, tell them exactly where to click to get there. One surefire way to lose your readers is to make them work too hard to find what they are looking for. The high-ranking web sites tell their visitors exactly what to do to find information, navigate the site, and place an order. This is a strategy that works well for them, and it will improve your site’s stickiness, too.