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Cutting Through On-Page Clutter To Reach Info Scanners

Some searchers are scanners--meaning they'll visit a Web site, scan the copy to see if it contains the info they're looking for, and either dig deeper or move on. If scanners make up a large chunk of your target audience, then you have to make sure they can see the value of your copy at a glance. Michelle Montoya offers three tips for cutting through on-page clutter to snag them.

Try sprinkling a few one-sentence paragraphs into your copy. You should already be aiming to keep long blocks of text to a minimum, but interspersing really pithy sentences (that obviously make sense and are relevant) can draw in a scanner's eye. If they like what they see, they'll be inclined to read more.

Montoya also says that bulleted lists also attract scanners, but it's important to put the most important info in the first two points to engage their interest. And don't forget to include a few bold sentences or capitalized words, as they may be one of the best ways to get your point across quickly.

Read the whole story at E-Marketing Performance »

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