If you’re doing everything right, you get results. It’s one of those ‘if you build it, they will come’ moments that catches everyone’s attention, draws them in, captivates their interest, and then sends them out to do what you told them to do. Your call to action makes the article function, but all the other things, make the call to action work.
1) Focus on One Thing
You really can’t put every bit of information you have in the same article. Don’t try. Focus on just one thing. And get that thing right.
2) Less is More
White space really does matter. Without it, you just have a jumble of letters on a page. With it, you have a framework celebrating your topic and focusing on your call to action. No, really. White space. It works.
3) Great Copy
Functional copy is more than just the facts. It’s details. It’s fun to read. Appearance matters, as with white space above, there are just some paragraph styles that look better than others, in any given article… Find what works best. Layout and copy should function as one unit.
4) Direct Traffic
Bold, italics, underline, bullet, numbers, and quotes have different purposes. You reader only has a bit of time, a snippet, really. You’ll want to use that time well and not waste it.
- The title draws them to your work or sends them away, make sure it relates to what you write and the action you want them to take.
- Sub-titles reveal the actual content of your story and reveal the heart of your content, use them well.
- Other formatting coding has purpose, and you’ll want to use them appropriately. Don’t over use them.
5) Write for Readers
“Hey, look at me!” Might be a cute way to get attention, but it probably is not the way you want your readers to think about you. When you put the readers first, and offer what they need and want, they appreciate what you provide. They see you as helpful, encouraging, motivating, and as their provider of solutions. You want to provide solutions. That’s your key job when writing for readers… Offer solutions.
6) Maximize Landing Pages
When they click on your links, they are looking for something specific, if they don’t find it, they click away. Be sure they find what they’re looking for when they click on the link.
7) Call to Action