Search Engine Optimization Eblog

With technology like eyetracking heatmaps that can help us test, measure, and refine our writing, there are "truths" that copywriters can now depend on to help them write more effectively.

Anne Holland of MarketingSherpa recently wrote about two things you need to keep in mind when you're writing bullets for your online copy (and this probably applies offline, too).

She points out that the reader's eye usually only pays attention to the first, second, and last bullet points, in that order. So your least important bullets should appear in the middle.

Additionally, not all the words of those 3 bullets are read fully. The reader will read nearly the whole line in your first bullet, a few words of the second, and maybe 2 words in the last bullet - so make sure you have impactful words in those spots!

Visit Anne's blog post here.

I have another couple techniques I've used to help organize longer points for maximum impact that I'll share with you.

The type of bullets Anne talks about are often used when listing product features. Sometimes that list can become huge! To avoid your reader glossing over all the items listed in the middle, break out the long list into smaller sections each with its own subheading that helps the reader classify the bullets below. Then each may contain 3-5 bullets can apply the logic above.

For example, take this list arranged alphabetically:
Experience Writing Copy for Over 10 Industries

advertising agencies
agricultural structure construction
alpaca farms
design boutiques
equine embryo services
health drinks
men's hair regrowth products
performance supplements
SEO firms
vitamins

Now try categorizing your bullets like this:

Experience Writing Copy for Over 10 Industries

Marketing
advertising agencies
SEO firms
design boutiques

Agriculture
alpaca farms
equine embryo services
agricultural structure construction

Alternative health
men's hair regrowth products
vitamins
performance supplements
health drinks

Sometimes you may want to use longer statements in bullet-form. In this case, to avoid a paragraph-like appearance, ensure a line space is left between each. Take this common structure:

Optimizing your press releases adds value to this marketing staple:

- Journalists turn to the Internet to find breaking news and research stories, then following up on the news announcements and releases and communications that display in top results.
- Optimized press releases can show up high in search engines when ANYONE (not just media) searches on Google, Yahoo! etc.
- You can generate mentions and links from others in the industry - bloggers, editors, and authorities who will naturally present you as an emerging active industry force.

...and make it more readable by inserting line spaces...

Optimizing your press release adds value to this marketing staple:

- Journalists turn to the Internet to find breaking news and research stories, then following up on the news announcements and releases and communications that display in top results.

- Optimized press releases can show up high in search engines when ANYONE (not just media) searches on Google, Yahoo! etc.

- You can generate mentions and links from others in the industry - bloggers, editors, and authorities who will naturally present you as an emerging active industry force.