Welcome to the first edition of our newest weekly blog series, Simple Website Fixes. Each week we will identify and explain one easy change that you can make to your company’s website in order to improve performance.
This week’s fix = Replace Big Blocks of Text with Lists
We’re starting where it makes the most sense to start, with the basics. You may already be familiar with this line of advice, but that doesn’t make it any less important.
People don’t read. Especially when it comes to marketing copy. They are busy, and impatient, and need to know who you are or how your product can help them right now.
Big, long blocks of text are daunting. Too much reading will turn off even those visitors who are vaguely interested in what you are offering.
So a simple fix is to take those text blocks and turn them into easy-to-digest bullet points or numbered lists. Lists can be read more quickly. They can be scanned for the good stuff.
By removing whole paragraphs of copy and forcing it into list format, you are forced to pare down your language. It’s a good exercise for marketers who tend to be overly verbose and rambling in their promotional copy. It forces you to say it with as little words as possible. That way not only are you creating less reading for your visitors, you are putting the most important information front and center.
Make your website easier/quicker to read and understand, and onsite performance should improve.
Have an idea for a simple website fix? Submit it here and maybe we will include it in an upcoming post.