There is something quite intimidating about a long page of copy. Whether it’s a blog post, a web page or an article, when I’m faced with line after line of unbroken text, I feel exhausted just looking at it!
Long, unbroken copy can be a real turn-off because most people don’t read nowadays; they skim. So when you’re writing your blog posts, or web pages, you need to break up your copywriting so the skimmers are persuaded to dig a little deeper.
Here are 5 ways to break up long copy, transforming a text-heavy landscape into a delight to the eyes – not to mention an irresistible attraction to read more.
Start by imagining your copywriting is a view from the sky. It’s the really noticeable landmarks that stand out and that’s what you want to add to your page.
Good subheadings catch the eye and hint at the value of the copywriting that follows. To test your subheadings, skim your copy reading only the subheadings. Do you know what your web page/article/blog is roughly about?
Bullet lists or Numbered lists. So easy to skim. Enough said!
I love a good sprinkling of bold, italics and underlines and I use them to tell the reader, “If you read nothing else, read this.” But you don’t want to add so much razzle-dazzle that your copywriting turns into a Las Vegas showgirl. Remember that overuse will just lead to irrelevance, so show some restraint.
4. White space.
White space adds some visual breathing room. Long copywriting is already bombarding your eyes so it’s important to provide some room between headings, words, paragraphs and images.
5. Ditch the justified type.
Sure it looks neat when it all lines up nicely on the right-hand side but it actually makes your copywriting harder to read. Allow different-sized paragraphs and sentences of varying lengths to add some ebb and flow to your copywriting.
These tried and tested methods to break up your copywriting will work on your web page, your blog, your brochure and in your sales letters. They aren’t complicated or tricky to pull off but you must exercise some restraint otherwise your marketing copywriting will look like that time you left the house wearing every accessory you own. Not a good look.