May sound obvious but there are ways to grab your audience and make them want more, purely through layout and formatting.
Bold headlines with plenty of sub-headers to punctate works brilliantly, remember you don’t have long and web users in particular are adept at skim reading, these headers are a change for you to draw their attention to key sections. Use bold sparingly throughout the body text, but if there’s something impressive or shocking you wish to highlight, go for it.
Bullet points are another tactic often used to appeal to audiences. They offer a visual break but also allow you to present multiple points.
Images are stored by the brain quicker than text so adding diagrams, graphics and pull out statistics are all going to be remembered longer than a witty, but lengthy, paragraph of copy. If you are including buttons, especially the one’s containing the calls to action, remember they should be in a contrasting colour to everything else on the page. Deep captions are also being widely used, especially by the conglomerates we know and love, like Apple and Sony. Deep captions combine a very strong, good quality image with a caption that is two or three sentences long, and studies show this is often the most-read content on any given page.
Creating credibility is another way to persuade people you are the very best at what you do. Social proof is the simplest way to do this. Testimonials, ratings, Instagram photos shared by influencers, they will all add authority and position you as trustworthy, aspirational and popular.
Once you’ve completed the piece of content re-read it and try to be objective. Will the reader get the idea from the title, sub-headers, bullets and images alone? Does it look appealing? If yes, then happy posting!