Whether you're blogging or creating a page on your website, you're marketing your services.
You hope that your real estate marketing efforts will be repaid with new prospects calling, emailing, or texting you for assistance with buying or selling a house or land.
So wouldn't it make sense to make it easy for those prospects to read what you have to say to them?
Of course it would, and yet... I still see blog posts, comments, and web pages that look like an ugly gray wall of words. It looks impenetrable... like there's no way you could make it through. So why bother?
No matter how engaging the words may be...
A wall of words simply looks boring - and looks like too much work to bother reading it.
People don't go to a website to read encyclopedia pages - so web copy shouldn't look like encyclopedia pages.
When reading on screen it's difficult for eyes to track from one line to the next. When you get more than 5 or 6 lines, eyes get lost.
When reading online, we tend to skim and skip. We look ahead to see if we're interested in continuing, or if it's time to move on to something more interesting. It's too hard to skim when there's nothing breaking up the page. It's much easier to just move on.
That's why web copy needs visual interest along with engaging words.
Here are 10 ways to make your web copy appeal to readers:
- Never write a paragraph longer than 7 lines.
- Vary the length of paragraphs. One line is OK.
- Add a white space between paragraphs.
- Use bullet points.
- Use sub-headings.
- Use bold and underline - but sparingly.
- Vary your font sizes occasionally.
- Use color - but sparingly.
- Add a graphic
- And of course, have something to say. Even if it looks interesting, if the words are dull, your visitors will leave.