Saboteur #4: Forgetting to format your content for the screen

If you've paid attention to the previous three blogs, you may very well now have some of the most fascinating, informative, and persuasive content on the Web. Good for you! But it's all for nothing if people don't actually stop to read it.

The key: format your content for online reading.

The Web has changed how people interact with text. Online, even the most avid reader (like me) will skip to the bullet points half the time. Sloshing through lengthy company profiles and mile-long welcome pages is frustrating. Web consumers need to get in and get out with what they want.

Most people tend to be what I call "click-happy" — quick to click away from a website or page if they don't immediately find something to interest them. When faced with long unbroken chunks of text, there's a good chance they'll click away to something more visually stimulating and easier to scan.

Here are a few tips to help you optimize your content for online reading.

► Put the most important point up front. This isn't show business. You don't want to go for a 
   big finish — your audience may not stick around long enough to see it.

► Break up long chunks of text with headings, subheads, bullets, and other visual elements.

► Keep your paragraphs short — preferably no more than 7 lines.

► Avoid using white font on a black or other dark background for your main message. 
   It stresses the eyes.

► Don't overload on emphasis. Excessive punctuation, underlines, quotation marks, arrows, or 
   capital letters can actually de-emphasize your message. Use these sparingly if you want 
   them to have real emphasis. In general, it's better to let your words speak for themselves.

    --> Be wary of ending every sentence with an exclamation point.
         It looses its effect after a while.

    --> Remember that in written communications, capitals usually translate into yelling.

► Utilize links and menus. It's tempting to stuff everything you can about your company's 
   products, services, location, history, and values onto the home page, but it can be 
   overwhelming and confusing to your visitors. Just as you would organize a textbook into 
   relevant chapters, organize and divide your website into easily navigable sections.

Saboteur #5: Leaving Out the Call to Action