Why format the text and how best to do it?

“Why format the text and how best to do it?” - title of the article. We immediately indicate the first point, which is especially important - it begins with a prominent title text to a blog, a post on a social network, a section of a website. The popularity of the text really depends on it. In the title we indicate the subject, the question of discussion and the possible benefit from the results of reading. Since we started right off the bat, let’s not delay and start sorting everything out point by point, and then we’ll draw conclusions.

Create a table of contents for large articles

A table of contents is a convenient way to navigate through voluminous material. We are talking about large articles that cannot be viewed in a couple of scrolls of the page: where there are many sections, subparagraphs, and a fairly general topic with a dozen separate questions is dealt with. And since this is navigation, when you click on one of the table of contents items, the corresponding section should open. 

If the article is relatively short, then creating a table of contents is not entirely appropriate. If the text is properly formatted using other techniques (we’ll look at them later), the reader will be able to get his bearings even without a table of contents. As examples, look at various articles in our blog: where the text is voluminous, we introduce a table of contents at the beginning so that our reader can become familiar with the structure of the article.

Add subheadings

Subheadings are the main tool that structures the text and allows the reader to skim through the content diagonally, and then decide for themselves whether to spend time on details. As a rule, a good and clear division of an article with subheadings engages and ultimately makes you want to get acquainted with the text in full.

But you shouldn’t simply write subheadings, because that’s how it seems to be done somewhere. Subheadings divide the text into semantic parts: by topic, by stages of the process. They arouse interest in the entire text and communicate to the point that the reader will be told what he will learn or what he should do.

Divide into paragraphs 

When a person sees fifty lines of continuous text, he has little desire to read it all. And five paragraphs of ten lines can already arouse more interest, because a large task is divided into small ones, and it is now easier to cope with. 

Yes, and visually it is difficult to perceive a large canvas of text. Therefore, we divide it into paragraphs. But again, not because we need to separate every five lines, but we follow the meaning of the text. Each paragraph communicates some thought, fact, aspect of the issue (it is unlikely that one thought can last two pages). And when the narrative changes direction, a new paragraph appears. 

No one will say how many lines or sentences there should be in one paragraph, because there is no such rule. On the contrary, it’s good if their volume is different - this way monotony disappears, rhythm appears, emotions and mood are conveyed. And people read with feeling. 

Make sentences of varying lengths

Varying sentence lengths works just as it does with paragraphs. More precisely, it is on sentences that the rhythm is built. A short sentence can clearly state a fact. And then reveal it in a more complex structure that will describe and explain the situation in more detail. Then list, use direct speech or ask a question. And so vary different proposals.

Just without extremes. Breaking sentences too often into very short phrases can slow down the rhythm and drag out the thought. And very long sentences are difficult to understand immediately. You have to re-read, discard secondary constructions and look for the main thing. If a sentence cannot be read out loud in one breath, then it needs to be shortened or divided.

Use lists

When it is necessary to indicate more than two points, and each of them is not yet one word, lists are very helpful: numbered or bulleted. Let's say we want to write about the differences between a landing page and a multi-page site. 

First option:

Unlike a multi-page website, a landing page consists of only one page, the content for it is developed for a specific target audience, its elements (text, design) constantly encourage action, and a short conversion path is implied.

Second option:

Differences between a landing page and a multi-page site:

• consists of only one page,
• content for it is developed for a specific target audience,
• elements (text, design) constantly encourage action,
• implies a short conversion path.

Instead of a cumbersome proposal with listings, we, without even editing the text itself, made a convenient list. The eye will catch on to it even when reading diagonally. If you need to write a checklist, indicate the stages of a process, or describe an object, lists will come in handy.   

If possible, use infographics

You definitely won't lose from this. Good infographics present information clearly and clearly. It can either successfully complement the text or completely replace it. Looking at the diagram, we see the overall picture of the situation and the necessary relationships. If theses and diagrams are not enough for understanding, we turn to the text, it will explain. 

Insert pictures 

Images will help you visualize what is written and show a clear example. But you shouldn’t create stock images so that they just appear among the text. If there is no idea or opportunity to create a suitable original image, then it is better to do without it in this place. You can also insert videos into the text. For example, if you run a corporate channel on a video hosting site, then some video may certainly fit the topic of the article.

Highlight important thoughts 

Color, boldness, emphasis. Any highlighting among standard text will attract special attention, even if the text is not read carefully. Therefore, highlight the main idea, conclusions, appeals and everything that you consider especially important in the text. Insertions are also made, quotes and examples are used. They are highlighted in italics and the entire text block of the insertion is indented.

These are the basic principles that need to be applied when formatting text. Also, the site can integrate links to other materials directly into the text so that the user reads more articles and stays on the site longer. Posts on social networks are supplemented with emoticons in order to better convey emotions, reveal the meaning or design the same lists, highlight subheadings. 

Most of the text formatting techniques are listed here, but it is not necessary (and sometimes not at all) to use them all at once:

• In posts, it may be enough to divide them into paragraphs and insert a couple of emoticons;
• in a section of the site, pictures may be of no use, and a title and a couple of paragraphs will be enough;
• in longreads, most of the indicated points will be applied, but there is no need to go too far: a picture every other line can only complicate perception, and if you highlight the words on each line in different ways, it will start to dazzle your eyes.

Often the most basic manipulations are enough: placing subheadings, dividing semantic blocks into paragraphs - and the chances that the text will be studied with interest increase.

Just don't quit text canvas on the page. Then they won't read it at all. Here's ours blog We recommend reading it.