If you’re writing copy or content for your website, it’s got to be readable to make an impact. From style to structure, format to finishing touches, you must use a variety of skills to make your content readable. Here is how to up your content readability.
Making Content Readable
Firstly, let’s establish why making your content readable is a good thing. When users visit a web page they are looking for information. If your site can provide that information, you want to create it in a way that makes it understandable to the audience. If a reader is able to comprehend the text, they are more likely to take the actions you want. Well written content that educates, entertains or inspires will create engaged users that will turn into leads or sales. To do this, content needs to be readable. If it is not readable, the reader will soon turn off and leave.
Structure makes content readable
Making content readable is not just about the wording, but how those words are displayed. The structure of the piece is one of the first things the mind is reviewing as it views a piece of content. While some users will read everything, line by line, the vast majority of people scan content to find information quickly. If the content is well structured, they will be able to see the right information quicker. To provide this, a writer can use hierarchy and sectioning. Consider these aspects in your writing.
- Headings. They are used in various styles and can help users understand the main points of a piece of content. They can be used to group ideas together and are a quick reference point.
- Dividers. A simple line is all you need to create a different section but dividers can be many things. A resources box, an image or a different header style can all be used to create sections.
- A table of contents. If your content is particularly long, a table of contents can help users navigate efficiently.
Styling content
Content style is a bit more subjective. Style can consist of layout, use of imagery, the format of a piece or the tone of voice. All aspects of style can be used to make your content more readable to the right audience. The style of a piece is about representing your brand to the right readers. Here are some examples of how the style of content can be modified to make it more readable.
- Use of colour and brand elements. If you have a strong readership, consistent use of colour and brand elements will ensure your pieces are instantly recognisable. This builds trust quicker and puts a long term reader at ease.
- Writing in a specific tone. Not only will this ensure your brand is represented consistently, but it will also connect with the right audience. The tone of voice should be chosen to reflect the ideal target marketer so the content will be more readable to this audience. Therefore resulting in more trust and increased sales.
Text should be relatable
The “content” or more generally the text or wording produced is the meat of your content. Its readability is paramount to convince people that your business is the one to choose. Readability in this section covers more detailed structural elements and vocabulary.
- Keeping sentences and paragraphs short will encourage more reading. It makes content appear more digestible and helps readers understand ideas more readily.
- Choice of vocabulary. Like the tone of voice, vocabulary should be chosen to reflect your perfect audience. In general, the wording should be simple and use limited technical terminology. This is to allow more people to access it. But, if your audience is highly educated then more complex vocabulary can be used. It’s all about context.
- Flesch Reading Ease guidelines can help you create better content that is understood by more readers. See the resources box below for an automatic readability checker.
Format & Viewability Is Important
Lastly, we have format and viewability. While the content needs to speak for itself, if your users can’t see it, there is no point. Check these things before hitting publish.
- Does it work on mobile? Reading content on mobile should be a breeze but I frequently find articles that are difficult to read because the mobile site has not been tested adequately. Line breaks that break the flow, adverts that take up the majority of space on the screen and having to scroll across and down to read all elements, puts users off. Talk to your web developer to rectify issues like this.
- Pop-ups. Another issue predominantly on mobile but also a pain on desktop, are poorly placed pop-ups. Whether ads or a cookie acceptance box, popups need to be easily approved or dismissed. Ensure that these actions are easy to see, are placed appropriately and can easily be clicked to rid the screen of annoyance.
Make Content Readable With Strategy
If you would like help with your content marketing strategy, we can work together. I can create a content marketing plan with readability in mind. Whether you’d like to do it yourself or hand over the reins to someone else, we can grow your business together.