We’ve all gone to websites looking to browse information and found ourselves drowning in sea of text. Having more than 700 words per page is highly recommended to optimize a site’s placement on search engines, and experts are now even suggesting that 1200+, or even 2,000+, word pages will rank best.
As if writing a lengthy yet fascinating blog post weren’t already challenging enough, you also need to consider whether or not your page design captures viewers, keeps them engaged, and converts them into clients. Unfortunately, aesthetics are often overlooked, leaving users with a novel they never intended to read. Worse than being boring, a page with a wall of content and few or no design elements can be frustrating and overwhelming to the user. Despite hitting the mark in the SEO department by rolling out plenty of long-form content, you could still be having trouble getting the conversions you’re looking for if you aren’t also paying attention to the visual appeal of your page.
Adding visual interest is key
This is where PaperStreet has your back. At PaperStreet, when we build a website, we focus on providing content necessities, while making sure your site looks awesome.
Here’s how we spice up that bland long-form content:
1. Table of Contents
We include a Table of Contents for any long-form page – both for the more obvious reason of helping the user navigate the page, and as a creative way to add visual interest.
Icons are a universal language with visual appeal that can be customized to fit the style of your site and brand.
There are an assortment of ways that these tiny design elements can be used to add aesthetic appeal. This site, for example, hides text behind icons so that you can read it when you hover over each one:
Adding sub-heads is a simple, clean way to organize content and improve the reader’s experience. If you’re writing long form content, be sure to include these as part of your formatting.
4. Pull Quotes
With pull quotes, you can use an excerpt to place emphasis on a particular sentence or paragraph to easily make text more interesting. Notice that the design below doesn’t use anything special, like background images or giant stylized quotation marks, but still manages to command your visual attention. A simple change in font color and alignment allows it to stand out. Be sure to notate your pull quotes in your content for easy placement on the design.
Imagery is also a common way to break up text. It can be custom photography of your team or office, or it can be created by a designer using stock images. You could have something really unique created, like the image below, or you could stick with simple stock images like the ones here, as a great way to mix things up.
6. Bullet Points
Breaking up content into Bullet Points also works to make your long-form content more visually appealing and easily digestible. You can use plain bullet points, or have your designers create something custom out of icons.
If you are in the process of creating a new website or redesigning your existing website, make sure you supply the items above to your designers, or request things like custom images and icons at the beginning of the project. This will ensure that your page is designed with visual interest in mind. Even during the writing process, make sure to keep in mind things like bullet points, pullout quotes, and headers. Most importantly, if you’re taking the time to write a long article, don’t let your efforts go to waste due to lack of visual interest – put your designers to work.
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