Websites are the gateway to information and expression in contemporary society, and a web author must be capable of conveying their ideas or information in an engaging manner. Websites are a unique construct regarding text formatting; they must be composed in such a manner which not only engages the reader, but also is not overwhelming.
The Importance of Structure
Large paragraphs of text are a disaster waiting to happen; as such writing practices cause a reader to become confounded. Structure allows a logical approach toward any content and separates excessive content into friendlier paragraphs.
When a reader is linked to a webpage, they either leave immediately or stay and read the content. The decision to stay or go is commonly assessed within the first 10 seconds of viewing the webpage, and not necessarily from reading the introductory content. Tactful subheadings instantly stimulate interest in the page’s content, simply by allowing a reader to glance at the webpage. Keywords within paragraphs may also be bolded. In addition, search engines optimise their results based on the average time spent on a webpage; and proper formatting invites a reader and maintains their attention.
Lists and Bucket Brigades
Large quantities of information can be broken down into list form. Bucket brigades are a similar concept; however, they rely upon splitting whole sentences into single line paragraphs to separate text…
… and render the entire paragraph more inviting.
Bucket brigades are an old concept, created to keep people reading leaflet advertising material, however:
When a bucket brigade is applied to a webpage, it dramatically increases reader engagement.
The majority of bucket brigade text utilises sentences which end in a colon, however, using an ellipsis to split an entire sentence is appropriate. If paragraphs are too long and cannot be split into separate paragraphs, then:
Add a bucket brigade.
The website Best Bonus Casinos is a prime example of exceptional structure, which utilises the aforementioned formatting techniques. From first glance, a reader is engaged by the attractive and informative subheadings, being split into sufficiently sized paragraphs, and in some articles, keywords are bolded. Lists are used in articles where they are appropriate, and the text is a dark colour superimposed upon a light background, allowing it to be easily read and generally aesthetically pleasing.