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How to Make Your Readers Read

January 31, 2011 by Randall Wong, M.D.

Making Your Readers Want to Read, Medical Marketing Enterprises

Your readers do not naturally want to read every word you write. You must format your articles, or posts, in such a way that your readers want to read the entire article and not…click away. Grabbing the attention of your readers AND maximizing your SEO is easy!

Readers vs. Skimmers

There are those that read and those that “look” or skim.

Readers are those that start from the top of a page and read every word from top to bottom and from beginning to end. I personally can’t do that.

I love to skim the entire page in search of clues as to where to read and what to read. I don’t want have to read an entire article. I’ll read highlighted areas, captions, headings and subheadings.

Great copywriting will satisfy both types of visitors, both the readers and the skimmers.

Reading Behavior

Most readers scan in the following manner;

1. Headline: Read from left to right

2. Vertical Scan: Scan down the page looking for subheaders

3. Read the first line of the opening paragraph

Headline

While careers are made developing catchy headlines, grab their attention by giving them a clue about your awesome content. Remember: readers on the Internet are looking for answers, your headline should grab their attention by quickly telling them what lies within your article.

Sub Headers

Sub headers have three functions. It quickly clues in the reader about points you will be making urging the reader to continue!

Sub headers are also indexed (as is the title/header) by the search engines to improve your SEO. While it is true that the search engines catalog every text file and .pdf on the Internet, headers and subheaders receive slightly higher priority than text for SEO purposes.

Sub headers also physically break up what can be a long ominous looking paragraph into sizeable “chunks” of reading!

Bullets and Lists

Bullets and lists can not be overemphasized. The eye naturally gravitates to bulleted lists. Make the list about 3-5 items long. In this way your point is quickly made. It is a simple tool to motivate your reader to continue reading.

Short “Paragraphs”

Avoid long sentences and lengthy paragraphs. Sometimes you can’t avoid a long sentence, and I’d suggest curtailing any paragraph to 3-4 “lines.” So too, with the paragraph, keep them brief and no more than 3 sentences or so.

Smaller blocks of text are easier to read, give the feeling of brevity and speed to the reader.

Remember, you’ve spent a lot of time on your copywriting. You’ve written some powerful articles. Make sure that you give your readers every opportunity to read your content!

Filed Under: Copywriting Tagged With: bullets, headers, layout, subheaders

Websites (Domains) for Sale

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www.aeyedoctor.com
www.optometristeyedoctor.com
www.doctorpregnancy.com

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Want to ReDesign Your Site? Think Again!

A fresh new look might seem like a practice builder, but how are you going to improve your website performance?

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Do you really need social media? It may not be the right time to consider social media, or, it may not be right for your practice...but it can be a powerful tool.
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Presentations 2013

Randall Wong, M.D., Medical Marketing Enterprises speaks on tips and tools for SEO.

American Academy of Ophthalmology 2013

11/16/2013: 1:00 PM - 4:00 PM
Use Blogging & Social Networking to Super Charge Your Website & Internet Marketing
Course SPE08
Room: 350-351

11/17/2013: 10:00 AM - 2:00 PM
It’s YO World: Jumpstart Your Career
SPE10 - Young Ophthalmologist Program
Room: 252-254

11/17/2013: 2:00 PM - 3:00 PM
Website 101: Three Steps to Creating Your First Website
Course 188
Room: 295

11/18/2013: 3:30 PM - 4:30 PM
Young Ophthalmologist
Growing YOur Business with Social Media Marketing
LL33
Room: LL THEATER 1

11/19/2013: 9:00 AM - 10:00 AM
Content Marketing: Getting Your Web Page Ranked
Course 511
Room: 288-289

Randall Wong, M.D., Allergan, Allergan Access, Ophthalmology, Social Media and Medicine

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7726 Bradley Blvd. | Bethesda, MD. | 20817