Writing Scannable Web Copy

Many people write their web copy as if the visitor to their site will be reading every word. It is a well known fact in the web copywriting field that most people scan copy on websites as opposed to reading it. Studies have shown that most people skim the headlines until something grabs their attention.

To write your copy so that it is easily scanned you might want to incorporate the following  5 tips outlined in Maria Veloso's new book, "Web Copy That Sells":

1. Use bullet points to summarize content.
2. Highlight keywords by using bold, italics or underlining.
3. Write interesting and meaningful subheadings.
4. Present only one idea per paragraph.
5. Present key points and conclusions first, followed by less important and background information.