Improving Reader Engagement With Good Formatting

Many people believe that you have 15 seconds to grab someone’s attention before they click off your site. Formatting your content in an eye-catching and easy-to-read way may increase reader engagement and the number of people who read all the content.

A study by Chartbeat exploring online user behaviour found that 55% of people click off the page they visited in less than 15 seconds.

List Your Key Points

Lists and bullet points help present text in an easy way for people to read. Lists improve the readability of a piece by offering concise information and help the reader absorb the information. An advantage of numbered lists is that they offer priority to your key messages. You could order your points based on their importance.

Break up the Wall of Text

Many people will click off an online article if the text seems endless. Online readers want information quickly, so don’t hide it within a big block of text. Your reader should be able to skim-read your content and easily pick out the key messages.

3 ways to break up the text:

  1. Use different styles of text – change the font, make it bold or put it in italics. You should do this when presenting key messages that you want your reader to remember.
  2. Lists and bullet points.
  3. Use relevant images/videos which support the content of your blog.

Keep Your Content Short

The longer your content is, the less likely someone will read all of it. When writing a blog, aim to write between 400 and 600 words to ensure people aren’t put off by the length. Every sentence needs to add value.

Use Subheadings

Subheadings are useful for two reasons; they break up the text, and they make it easier for readers to navigate the content for specific information they are interested in.

Make the Content Skim-reader Friendly

Many people scan through a document or skim-read it, meaning you need to format your content in a way that facilitates this:

  • Ensure your key points stand out for those skim-reading the text.
  • Use headings to help those scanning your content find what they’re interested in.
  • Font, text size and line-height all impact readability. Use size 11 of an easy-to-read font, with 1.5 line spacing.


Formatting your content in a presentable way and keeping it short is likely to make a big difference to the number of people that read it. So, remember to break the text up and keep it concise. Your key messages should be eye-catching to ensure that even somebody skim-reading the text will get some value out of it. Growthlabs help clients by writing attractive content with enhanced readability, ensuring that your key messages are not lost in the text. Contact us if you are interested in benefiting from our extensive copywriting abilities.

Google Partner B2B Marketing