Jason Unger

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You might have great content, an engaging angle on a topic and a well-thought out story, but if your content doesn't look good, it may not matter.

So how do you make sure that your content looks good?

The background here is that Web users do not read — they scan.

This is why it is important to break up the text with bullet points, write short paragraphs, and be clear and concise.

If your content doesn't look easily digestible, your visitors won't read it.

I don't like when a paragraph goes longer than 4 full lines — normally 3 lines are my max. If it looks like it will take too long to read, I won't read it.

The next time you post a story online, take a look at in in draft mode and imagine yourself as a reader.

Would you want to "sit through" that story?

- They make you get straight to the point.
- They make you be very specific when you use them.
- They are more attractive to the eye than large paragraphs of text.
- They designate importance.
- They are easier to digest and take in.

'Nuff said.

Finding the right headline for your Web story is nearly as important as the story itself. If no one knows what it is about, then no one will read it.

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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.

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