Why a newspaper and your website have more in common than you think

August 10, 2010 |   2 minute read


Why a newspaper and your website have more in common than you think

Now that you know how quickly your customers read your website, I can explain the 'nitty gritty' of business websites vs. newspapers.

WARNING: Newspapers know how you read!

Newspapers have been gathering feedback about the way people read for centuries now. So newspapers know what it takes to get you to read their articles. Newspapers have a formula for getting a larger audience. Wouldn't you like a larger audience for your business website?

Secrets from a newspaper: how to get more people to read your business website (these are also website copywriting techniques)

  1. Use headlines. You might not know it, but you like headlines. Headlines have always been used in newspapers--and they are even more important on your business website. Headlines allow you to read quickly, to skim through the longer copy and find what's interesting to you.
    Headlines don't just include big headlines, they include sub-headlines. Readers will scroll webpages to the bottom compulsively. After all, headlines main function is to let you skim content, and it’s even faster to  scroll a screen than it is to turn a page.
    Break up your business website text with sub-headlines so your readers don't miss important points on your business website page.
  2. Use short paragraphs. Not many people have a chance to read the newspaper slowly every day. And guess what, online it’s the same. How many times do you come across an interesting online article that you don’t have time to read? You probably have a whole folder of articles you've bookmarked, or “Saved for later”. Do you ever go back to them? Not likely.
    Instead, short paragraphs allow the most important points to stand out, especially if your online content has been professionally written by a copywriter.
  3. Use photos–with captions. Photos should complement the content on a business website. Photos usually help you judge the information faster. But if you use a photo that doesn't necessarily fit what the reader was thinking about your company, you could confuse your reader and bounce them over to your competitors copywritten website! Also your well written caption increases your SEO on search engines.
    Most sales take place in the customer's mind. So don't make your readers guess the photo's importance. Instead explain the "deep thoughts" behind your photo with a caption. You will let your readers find the information they want fast, and get a chance to tell them why the photo emphasizes your point.

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