(815) 503-0286 matt@matthewlbrennan.com

In our a.d.d culture, the web became a visual medium. That doesn’t mean that content is less important, it just means it needs to be packaged in a way that people will remember.

Your readers will give a page just a few seconds before they’re on to the next thing. If you give them Moby Dick when they’re looking for brevity, it’s on to the next item for them.

Web users are used to a visual package. If you write your blog like the old, scientific papers this medium was invented for decades ago, you’ll lose. It’s time to adapt to a visual world, no matter your industry or subject.

Here are some ways that you can make sure your marketing materials appeal in today’s world:

  • Pictures: No matter what type of industry you’re in, nothing beats a photo or graphic for the visual learner.
  • White Space: An open layout is friendlier to the reader. Whatever is on the page has the added benefit of looking all the more important.
  • Pull Quotes: They’re great for testimonials, and they also reinforce the most important point on the page.
  • Lists: Bullet points make for strong action items.
  • Headings: Utilizing more subheads breaks up content into more manageable pieces.

Nothing replaces strong writing.

You can package a blog post or web page to look enticing, and if the content sucks, it won’t matter. There is no replacement for clear, brief, actionable content.

Kill unnecessary words.

Think of it like a tactical mission. Get in, make your point, get out.

Your readers want brevity. 



Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.