People read on the Web differently than they might read something like a book. Readers often visually scan an article, your marketing copy, or a blog post before (or in lieu of) reading your material in full.

As a result, it’s important that your business copy and content is “scannable,” especially on your company blog.

Your readers — in many cases your potential customers — want specific information. And they want it quickly.

Here are three simple things you can do to write more scannable content for your business blog.

1. Write short paragraphs.

Keep paragraphs to no more than a few sentences. And keep those sentences short. Large blocks of text can be difficult to read on a computer screen. You don’t want to lose your readers before you get your message across.

2. Use subheadings.

Break your copy or content up using subheadings. These are usually bold and in a larger font size than your body text. Subheadings are used to break up your main points or major sections of your blog posts.

3. Include lists.

Bulleted and numbered lists are also good ways to highlight important information. Lists can benefit your company blog in several ways. For example, they tend to:

  • Attract more visitors;
  • Serve as link bait, helping you build backlinks to your website;
  • Make your posts easier to read;
  • Help you organize your content;
  • Help readers get right to the points they’re most interested in.

If writing web content just isn’t your thing, no worries. You can always hire a pro to write your copy and blog posts for you.

Jennifer Mattern
Jennifer Mattern is a freelance blogger, business writer, and PR consultant specializing in working with small businesses and independent and creative professionals. In addition to writing for others for 20 years and having 17 years experience in PR and online marketing, Jenn has been blogging for 15 years and runs several blogs of her own including All Freelance Writing, NakedPR, and Kiss My Biz.

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