Have you ever visited a website and been overcome by the wall of text covering your screen? You didn’t read it all, did you? Instead you quickly clicked the back button in search of something you could digest more easily. Content is crucial, but if you want potential clients to read it, you have to spend a little time thinking about layout.
Write in short paragraphs.
Maybe it’s because the next generation really does have a shorter attention span, or maybe it’s because you can only fit so many words on a smartphone screen, but in either case the long, fully developed paragraphs you were taught in law school will drive readers away. Instead, try to limit your paragraphs to 2-5 sentences. This will add white space to the page and make it easier for readers to follow along. It will also force you to be more concise, making it easier for you to hit your 500 word goal.
Use headings and lists freely.
Headings give readers a road map of where your blog is going and help them know when you’re about to change topics. Lists break up your paragraphs, create more white space, and summarize your points into short, understandable nuggets that your readers can remember.
If it’s complicated, use visuals.
If you are trying to convey a complex process or abstract idea, consider illustrating your point with a chart or infographic. There are free resources you can use to create easy-to-follow graphs to pair with your explanation. The more different ways you can convey your point within your blog, the more your readers will understand it.
Blog writing is a different style than you learned in research and writing classes or use in your legal briefs. If you want your readers to get to the end of your posts, make sure to build in white space using short paragraphs, headings, lists, and sometimes visuals. All these tools will make your blog easier to read and more appealing to your potential clients.