The importance of attention

Feb 09, 2008

Attention is scarce on the Internet and the reason is there is so much there to give attention to. For every kind of information requirement you can find thousands of websites. For instance, you will find scores of excellent blogs telling you how to write and how to promote your online copywriting career. Similarly there might be hundreds of websites teaching you webdesigning and SEO techniques. With so much to see it is very difficult to stay at one place unless you have an overwhelming reason to stay there.

This creates a very big challenge for people who have to generate content to generate business and revenue. In order to generate business you have to make people stay longer on your website. For that you have to make sure that you hold their attention. If you think that loud and hyperbolic copywriting tactics can hold the attention of your readers then you must know that your readers have already gone through hundreds of such copywriting manifestations and have been totally bored by such gimmicks. How can you make your readers stay longer on your blog or website and get their attention so that they do what you want them to do while they are on your website?

Create compelling headlines

Although this subject has been beaten to a pulp its importance can never be underestimated and especially more so when it comes to writing content for the Internet. Since everybody is in a hurry due to one or the other reason people skim through your web pages instead of reading them. Moreover, they know that there are already tens of other pages waiting to be read or rather skimmed. They probably have different pages opened in different tags and it’s a matter of just a single moment of boredom or distraction and they are gone. Your headlines keep them glued to your page.

Highlight the greatest benefits that your website or blog can offer at the outset. Even when you are creating blog posts have titles and headings containing expressions your readers are looking for. For instance if your readers want to know how to write better online content then it makes sense to offer them something like “How to write better online content” rather than simply having “How to be a better writer”.

Subject-specific headlines also make it easier to skim through your content quickly. Just by reading your title and your headlines the reader should be able to get the gist of your content. Your headlines and titles can make your regular text irresistible.

Create shorter paragraphs

Since it is often difficult to read on computer screens and even on laptop screens it is advised that you use shorter paragraphs so that they can be read easily. Long streams of text blur the vision and this sends your readers away to other websites. Shorter paragraphs also help you organize your thoughts better. Try to express every new thought in a separate paragraph.

Make use of appropriate formatting and coloring

Format your text in such a manner that the expressions that should attract your readers get highlighted. Make your important expressions bold and if possible even make them appear bigger but don’t overdo it. You can also use colors but try to follow the color theme of your website.

Hyperlink wherever possible

Since the nature of the Internet mostly consists of clicking the hyperlinks people instinctively click them. Whenever you feel that a topic requires further, prolonged narrative, create a separate page and then hyperlink to that page. This also benefits your SEO efforts.

Use images and videos wherever possible

Visual impact is easier to make then textual impact. Complement your written content with well-suited images. If you think that your readers can view videos easily include them too but just keep in mind that it will prove counter-productive if you visitors have to wait long for your video to buffer.

Use a personal tone

Impersonal content makes people indifferent towards you. Write in the first person and directly address your reader. Instead of saying, “one should do this” it is better to say, “you should do this”. You also sound more convincing if you talk to your readers directly.

The Internet economy is often referred to attention economy. The competition is cutthroat but you can make a difference by highlighting certain portions of your content and writing it in a compelling language.