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09.10.08 The Best Marketing Checklist For Content Appearance  By Stoney deGeyter What this is about: This list covers aspects of how content appears on the website, focusing on the visual aspects of the content rather than the words. Why this is important: Great content can get lost if it's not easy to read thrown into an otherwise cluttered page. Ensuring that your content fits visually into the site is just as important as having good content to begin with. If you want the sales message to get across, your visitors will need to read it. What to look for:
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Short paragraphs: Keep paragraphs relatively short. No more than seven lines each. • Uses sub-headings: Break content up using headings and sub-headings as warranted. • Uses bulleted lists: Use bulleted lists wherever possible to break up monotony of the text. • Calls to action on all pages: Make sure each page has a distinct call to action, both visually and textually. These can be littered throughout the content.
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Good contrast: Make sure content can easily be read, contrasting well with the background color or image used. Keep images in content unobtrusive. • No overly small text for body: Font size should not be too small. No less than 10pt but bigger is better. • No overly small text for headings: Headings and sub-heads should be visually bigger than the rest of the body content. • Skimmable and scannable: Text should be very easy to skim read and scan for important/interesting bits of information. • Keep link options in close proximity: If you link to something referenced in the copy, keep the link in very close proximity to the reference. Comments About the Author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. |
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