Jason Unger

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Okay, so you know that content should be your #1 priority in Web development, and you've learned the 5 W's of great content, but there's still more to know.

Especially when it comes to what really distinguishes Web content from print publications.

• 1. It doesn't have to be long.
  Unless it's an expose, walkthrough or autobiography, there's no reason to go on and on. If the content isn't compelling, your readers will be gone in a minute, anyway.
• 2. Your story has to be told in the headline.
  The only way that a reader is going to read on is if he knows exactly what he is getting into. You won't spoil anything by getting to the point in the headline — you'll actually be attracting readers in.
• 3. It can't look intimidating.
  Long paragraphs, run-on sentences and massive blocks of text are unappealing to the eye. If it doesn't look like something I'm going to enjoy reading, I won't.
• 4. Bold does not always work.
  Bolding text is a good way to emphasize something, but randomly bolding words is distracting. If you're going to bold text, keep it consistent.
• 5. Two words. That's all you get.
  You only have two words in a headline to hook in your potential reader, according to Jakob Nielsen. Don't waste them on useless characters.