Many people decide if they want to read long articles by scanning it for headlines first. So summarize each paragraph with a few carefully chosen words, bold them, and make that the introduction to each of your paragraphs. Your prospects are far more likely to read part (if the not whole) of the article by being able to readily know which (if any) parts interest them.
It’s also good to break your writing up so that your paragraphs are only a few sentences long. People will often balk at reading very long paragraphs.
Bullet points are as helpful as having bolded headers in your paragraphs. They give a clear indication very quickly about what information you’re conveying and are therefore very readable.
Don’t Make Them Visit Another Website
People judge your website very quickly. In a few seconds they’ll decide what (if anything) they want to look at. So don’t have other website links prominent on your home page that might make them exit your site before they’ve seen how valuable your website is to them. You may have paid ads on your site like Google ads, and Google is adept at showing ad content closely aligned with your website’s content. So make sure your visitors are seeing your content first and foremost.
Not Everyone Finds Your Home Page
Search engines don’t just index your home page. They may index any one of your website’s pages. So the page they enter your site from may not be your home page. Therefore, it’s important to have clear navigation on each page so visitors can readily know what’s what and where to go on your site. It’s a good idea to have a navigation pane on each site page. A Site Map also helps, especially for sites with a lot of sections and pages where it’s not practical to list them all on the home page.
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