Crafting website content, particularly in the realm of brand development, is becoming increasingly challenging. Content marketing and blogging now face the reality that reading text is often overshadowed by the ease of scrolling. As a result, online readers are finding it more difficult to stay focused. It’s common for them to have multiple windows open, constantly clicking, tapping, and swiping between different sites, programs, and apps.
And it continues, even if a reader has made the decision to read what you have written, most quit before reaching the bottom of the page. In fact, approximately 10% of readers click off after reading only the headline and the lead sentence.
In the realm of brand design, ensuring that your content is readable is crucial, and there are numerous online apps and websites that can assist with this. However, following some general guidelines can also make a significant difference, especially when writing for the internet. These guidelines are essential for both effective writing and cohesive page design.
Word counts
When sentences contain less than eight words readers understand 100% of the message. 90% understand sentences made up of 9-14 words. But by the time you get to sentences of 43 words the understanding has dropped to below 10%.
Counting characters
This is just, if not more, important than word count. By keeping your line length to around 50-60 characters you will achieve optimum line display on a screen. The wider the line across a screen the more difficult the reader will find it to focus. Too narrow and the eyes need to work too hard scanning back and forth; this makes a reading rhythm difficult to achieve. Always review your content on a mobile device.
Cutting it off
When developing a brand logo, aiming to shorten sentences for an ideal word count can backfire. This approach often results in an abrupt reading experience that diminishes both style and tone. Instead, utilize conjunctions to construct sentences that maintain a smooth flow and optimal readability, ideally around eight words. Conjunctions are also essential in connecting clauses, ideas, and subjects, ensuring your brand’s message remains cohesive and engaging.
Pictures too
Remember that a picture is worth a thousand words and is content too. Consider using videos and infographics to portray your message.
If you’re too busy to worry about readability, word and character counts just contact us. The Liquid Brand Agency team can help with all your digital strategy needs including copywriting and content marketing.
Read more: 5 Essential branding strategies for small businesses
