9 Keys to Formatting Your Content So People Read It

Use my 9-step content formatting checklist before you click publish or send

Appearances matter. The best ideas are ignored when they’re difficult to read.

People, not companies, are reading your content. Yes, even if you’re a B2B company, it’s still people reading your content. You need to establish an instant connection with the people reading your content. The best way to do this is to speak to them. Two of the most important words you can use are: you and your. When you do this, it helps the reader feel like you understand them, know how they feel, and appreciate what they’re going through.

This is difficult to read. Now, here’s the same text formatted just the way it was in my previous blog:

See the difference between the two examples? Formatting matters. 

Whether it’s blog posts, website pages, emails, Slack messages, or social media posts – you need to make it easy for people to read your words. 

Remember, you’re writing for people and you want them to pay attention to your words. So make it impossible for them to ignore you. 

1. Create Whitespace 

Your content needs to give people room to breathe. People get overwhelmed with a sea of text. 

Your content might be outstanding but if it is formatted with multiple paragraphs that look like this:

Think about how you tell someone about your business or products/services. You need to use the same language on your website. For some reason when people sit down to write a blog or a web page, they get all stiff and formal. You use jargon, write about yourself in the third person, and use way too many adjectives. Write like you speak. One of the best ways to help you do this is to speak as you write. I do this. My lips are literally moving as I write and I’m saying the words as I type them. This is how I know I’m writing the way I speak. This helps keep the words relaxed, friendly, conversational, and accessible. You understand what I’m talking about and you find it easy to read along because you don’t have to work to understand what I’m writing (saying). The words flow and feel natural, just like a conversation. When you write like you speak, you write your truth. And people can feel this when reading your content. You know it when you read it.

No one is going to read it. 

This applies to everything you write—blogs, whitepapers, marketing collateral, emails, and social media posts.

Big paragraphs give everyone flashbacks to high school textbooks—cue boredom and snoozefests. 

Make sure your content includes a mix of paragraph lengths, short and long sentences, numbered and bulleted lists, images, and headings and subheadings. 

2. Use Headings and Subheadings

Headings and subheadings help organize and emphasize the key information in your content.

Because people skim and scan, our eyes are naturally drawn to changes in flow and style. Headings and subheadings help draw attention to your key messages and sections. 

Headings help organize your content, telling people what they will learn and how they will benefit from continuing to read. 

Hint: whenever I write a new blog or web page, I start with the headings. My page for this blog looked like this:

Create Whitespace with Short Paragraphs
Blha  hblah 

Use Heading and Subheadings
Blah blah

Use Bullets and Numbered Lists
Bhal bhalh

This makes my writing process easier – I simply need to fill in each section. And if I get interrupted I know what I have to do next when I return to my document. 

3. Use Bullets and Numbered Lists

Bullets and numbered lists create scannable, eye-catching content. People, search engines, and LLMs are drawn to lists.

Make sure your bullets and numbered lists:

• Limit each list item to one message
• Cut the fluff and get straight to the point
• Start with a verb or noun
• Maintain parallel structure and formatting
• Use consistent punctuation
• Start with the key benefit or feature to emphasize value

Choose bullets when the sequence of information isn’t important. Use a bulleted list if a sentence includes four or more items separated by commas.

Choose a numbered list for procedures or steps, ranking, or priority-based information.

Hint: Google and LLMs really like bullets and numbered lists. Google often features lists in its snippets section—the very first answer in the search engine results. 

Extra Hint: everyone likes reading content with titles, subject lines, or lead sentences that mimic numbered and bullet lists. 

For example: this blog title 9 Keys to Formatting Your Content So People Read It, tells you exactly what you’re going to get from reading.

4. Choose an Easy-To-Read Font 

The font you choose says a lot about the tone and professionalism of your content. First impressions matter and if your content is hard-on-the-eyes, no one will read it.

Put your reader first. You might love the look of Comic Sans or Cursive, but trust me—your readers won’t. 

5. Vary Sentence Length

There are no strict rules for sentence length. Forget those seventh-grade grammar guidelines—you’re not writing a book report or essay. 

You’re writing digital content in an age of shortened attention spans.

It’s important to create paragraphs that use a mix of short and long sentences. Varying sentence length helps create a reading rhythm, making it easier to keep your readers engaged.

Short sentences grab attention. Long sentences are ideal for communicating more in-depth detailed information.

Too many long sentences can create a numbing effect, causing boredom and fatigue to set in. 

Hint: notice that some of my paragraphs contain only one sentence while others contain three or more sentences. This keeps you engaged. Keeps your brain curious. And helps me emphasize key points. 

6. Use Images and Visuals Wisely

Images are great for capturing reader attention. But, this doesn’t mean every single thing you write needs an image. 

Only use images if they add value. 

Take a look around my website. You’ll find just three images—on my Home, Meet Vicki, and Contact Vicki pages—all photos of me. I added these to help create a connection with you. So you can see the human behind my words.

I do use images for some client content. For example, if I’m ghostwriting a blog for a client who has conducted independent research, I use graphs and charts to easily highlight long lists of facts or numbers.

For social media posts, converting your written content into images is highly effective. It boosts engagement, enhances understanding, and helps you reach a wider audience.

For example, these Instagram images were created using content from How to Write Your Content So People Read It and Optimize Your Website: Learn What Content You Need on Every Page:

Hint: People read your content on their mobile devices. Ensure your images load quickly and display properly on small screens. 

7. Use Hyperlinks Carefully

8. Write for Humans

Before you start writing, think about who you are writing for. You’re writing for humans. You’re writing for other people.

Use plain language.
Avoid jargon.
Don’t crowd sentences with acronyms.

Imagine you’re sitting down across from me and telling me about your product, big idea, theory, service, or survey. Write like this. 

Humans crave connection and communication—your content should give them this. Trust me, it works. (You’re still reading…)

9. Remember Content Flow

People rarely read every word you write. They are skimming and scanning, looking for words that stand out.

You need to hook people with your headline, subject, or first sentence and then keep building from there. Tell people how they’ll be rewarded (what they will learn) and then give this to them.

Cut the fluff.
Less is always more.
If you’re not sure about the sentence, delete it.

Ask these three questions about every paragraph:

1. So what? 
2. Why does the reader care about this? 
3. How does the reader benefit from this?

If you’re scrambling for answers—delete and move on. 

TL;DR Your 9-Step Content Formatting Checklist

People are judgey and fickle. We judge books by their cover. So make it easy for us to read your words.

Use this 9-step content formatting checklist for everything you write and share with the world:

1. Create Whitespace: How much whitespace is there? Does this feel like I’m reading a grade 9 physics text book? 
   
   
2. Use Headings and Subheadings: Are you holding the reader’s hand? How can they quickly see value in your words?
   
   
3. Use Bullets and Numbered Lists: Is your content scannable? Are you hiding lists and procedures in cumbersome paragraphs?
   
   
4. Choose an Easy-To-Read Font: Are you making it hard for people to read your content? Are you using cutesy fonts? (Please stop)
   
   
5. Vary Sentence Length: Are you getting bored reading your content? Check your sentence length—should this long sentence be a bulleted or numbered list?
   
   
6. Use Images and Visuals Wisely: The Internet is full of pretty pictures, does the image you’re including really add value? 
   
   
7. Use Hyperlinks Carefully: Is your anchor text more confusing than Squaredle? (Check it out – it’s really confusing…)
   
   
8. Write for Humans: Would you want to read your words? Is it easy to understand what you’re saying? 
   
   
9. Remember Content Flow: So what? Why does the reader care about this? How does the reader benefit from this?
   

Appearance matters. Make sure no one can ignore your big idea. Make it easy for people to read and trust your words.

I’m here to talk about your words, your website, and how I can help your clients find and trust you.

Let’s talk about your words and how I can help you.

If you have any questions or want me to review your content, send me an email. I’m always happy to help you out.