5. Use all-caps and bolding when appropriate
Since your reader is most likely scanning through your content, you want to have keywords and concepts jump out of the page. So even if they don't read word by word, they are getting the message.
Using ALL CAPS, bold, and italics, (or all THREE) will do just that. What I like to do is to first write out my blog, and then to go back and select a few works to enhance and make it easier to have my key points come across to my readers. But please, don't go overboard. The key is to be selective and purposeful. If you overuse these magical tricks, they will lose their power.
6. Keep your lines and paragraphs short
“So the writer who breeds more words than he needs, is making a
chore for the reader who reads.” - Dr. Seuss
If your goal is to increase reader retention through your article, keeping your paragraphs short is key. Aim for 3-5 sentences per paragraph. When it comes to the length of your lines, staying within 50-70 characters per line is a good guideline to follow. Anything longer than that will make it difficult for the reader to keep their spot on the page when reading down from line to line.
Find your happy medium by playing with your website settings: blog page width, letter size, border thickness.
7. Keep the formatting of your blog posts consistent
All of your blog posts should have the same format. You want your readers to become accustomed to your style and to know what to expect. Do you use bold headlines? Do you always include large, gorgeous images of your recipes? Do you always add a thoughtful quote at the end of your posts?
If your readers like your content, they will want more and more of it. Find the signature key elements you always add to your blogs and keep it consistent.
8. Keep the typeface and colors simple and consistent with your overall brand
Readers are most likely to read through your articles if the design style of your blog is coherent with your brand. For example, if they have been following you on Instagram because they love your photos and captions and your overall Insta feel is "young, vibrant, fresh", and you invite them to read your blog post but the typeface and colors you are using are "dull and heavy", they will most likely not read it.
Yes, what you write about is SO IMPORTANT, but having the design of your blog match the feel of your brand through all platform is crucial. You are not only selling your content but a brand image.
(Don't let another day go by! Work with me today to create an unique and thoughtful brand and website design for your business!)
9. Test how your blog looks like in different platforms
Depending on the website platform you are using, how your blog looks on the computer screen will translate to a different format when viewed on a tablet or cellphone. It is important to be aware of how your content in translating to these different platforms. When you are done writing your content and before you share it on your social media platforms and newsletters, test how your blog posts look when you read it from your phone or tablet (or even a different computer brand as well).
SQUARESPACE TIP: If you are using Squarespace, you have visibility of how your blog will look on diverse devices as you write your article. To do so, first save your content and hover over the small horizontal line at the top of your page. It will bring down a menu with the options for you to see your content through a cell phone, tablet, or computer screen format.