How to Format Website Articles So People Read Them

Expert content should first and foremost be high-quality and reliable. Long-form articles often attract readers who are already interested, so formatting and layout may seem like secondary concerns. We only partly agree: competition for attention is still high, which makes it important to present material well.

This article explains how to format long-form content to hold readers’ attention, communicate information effectively and create a positive impression of the website for both users and search engines.

Nielsen Norman Group’s “How Users Read on the Web” study found that people tend to scan web pages rather than read every word. They quickly pick out keywords, headings and list items to find the information they need.

The pattern resembles the letter F and has three stages:

1. first, the reader’s eyes move across the top line;
2. then they move across a shorter line below;
3. finally, they scan down the left side of the page.

Concise, well-structured copy with subheadings, lists and highlighted takeaways is easier to scan and understand.

This article focuses on how text is presented, not on the value of its content.

As we have mentioned, expert content should be high-quality: easy to understand, useful to the reader, reliable and original. Here, however, we focus only on presentation, not on content quality. For advice on creating useful content, see our article “How to Create High-Quality Website Copy: A Practical Guide».

Headings, subheadings, space between paragraphs, emphasis and lists make an article easier to scan and read.

Structure has a major influence on how readers experience an article. Let’s look at its individual elements.

A headline is the reader’s first point of contact with an article. If it does not spark interest, the piece may never be read.

An example from a Serenity blog article: “SEO for an online store: how we achieved an 8× return on investment».

A strong headline reflects the topic, includes relevant keywords and captures the reader’s attention.

A table of contents is not always necessary: for a short article, it may add little value. For longer pieces, it can make navigation much easier. Divide it into sections and subsections so readers can jump straight to the information they need.

An example of navigation in a Tilda Education article.

You can also make navigation easier in other ways:

1. Keep the page header visible so readers can easily reach the contact form or phone number.
2. Add a “Back to top” button.
3. Plan internal links. Learn more in our SEO section.

Varying sentence length creates rhythm and makes copy easier to read. Ideally, the longest sentences should fit within two lines; otherwise, readers can lose the thread.

Divide the main article into clear sections. Subheadings help: at Serenity, we use them to break up blog posts and make navigation easier. This is especially useful in long articles, where readers may otherwise lose interest.

Break sections into paragraphs. To keep them informative without making them dense, follow one simple rule: one idea per paragraph.

We have also written about what makes an effective article in “Promoting a website through articles: expert content that works».

Lists can help you:

• show a sequence of steps;
• list products, recipe ingredients, tasks and much more;
• put together a roundup or a top list.

An example of lists in a Serenity blog article: “Secrets of a Successful Project from Serenity's Account Team Lead».

These formats make information clearer and easier to understand. For example:

• use tables for technical specifications and comparisons;
• use charts and diagrams to track changes over time, compare values and show relationships.

An example of a chart in a Serenity case study: “SEO for an online store: how we achieved an 8× return on investment».

Callouts and quotes draw attention to important conclusions and key points. They are often styled with larger type, borders or a coloured background.

An example of a quote in the Serenity article “Auchan: digital technology and customer-centric growth”.

Images, audio and video can make information easier to picture. Sometimes showing an idea is more effective than describing it.

An example of a visualisation in a Serenity blog article: “Sergey Pruss: What Strong Marketing Is Made Of».

You can use different styles to draw attention to a phrase or quotation:

• Bold type highlights a specific idea or conclusion.
• Italics can distinguish a quotation, direct speech or a link.
• Strikethrough can add an emotional tone, show a change of mind or signal sarcasm.
• A highlight can call out an important point.
• A different colour can add emphasis.

Font choice and size are important. Prioritise simplicity and readability, and make sure the text is comfortable to read.

Font size matters too: very small text can be hard to read, while very large text can overwhelm the page. Colour also affects readability.

Serenity blog articles use grey rather than black for body text, on a background that is closer to grey than pure white. This softens the contrast.

The opposite approach can also work: white text on a black background can draw attention to a key element, such as a chart.

An example of a high-contrast visual on Serenity’s “ brand promotion strategy” service page..

Modern tools make it possible to add interactive elements to articles, such as polls, quizzes and interactive charts.

For example, the publication Quartz integrates interactive formats into its articles to make reading more engaging. It uses slideshows, polls and charts.

An example of a slideshow embedded in a Quartz article.

An article that loads quickly and works well across devices is easier for both readers and search engines to access. Which technical details should you consider?

Add links to relevant internal and external resources throughout the article. These might include other articles, company services, research or expert sources. Useful links encourage readers to explore more of your site.

Make links clear by attaching them to a relevant word or phrase.

Here is an example of internal linking: we link to a blog article about  how to increase website traffic.

A responsive layout is essential. Website content should display well on every device, from large desktop monitors to compact smartphones.

Check your pages on real mobile devices and across screen sizes to make sure the content is easy to use. Google Search Console.

If a website takes too long to load, readers may leave before they reach the article.

You can check loading performance with  PageSpeed Insights. It can highlight performance issues and suggest ways to address them.

Page layout is another important part of presentation. These details can help improve the reading experience.

Readers can quickly decide whether they have time to read now or would rather save the article for later.

An example of a reading-time indicator in an Avito blog article.

Comments are an important way to communicate with your audience. On platforms such as vc.ru and Habr, for example, discussion activity can influence how prominently an article appears on the platform.

You can suggest related reading at the end of an article. Internal links encourage readers to explore more of your site and can help search engines discover related content.

An example from a Serenity blog article: “Targeted advertising strategy: five steps to launching a campaign».

Search engines assess content quality. Adding accurate author information, relevant credentials and a photo can help readers understand who created the piece. Expert content can perform well in search and give readers a reason to keep reading.

Ratings and view counts can give readers a sense of how an article has been received. A high view count or rating acts as social proof and may make a piece more appealing.

Even expert, useful content can be hard to engage with if it is dense and poorly structured.

Balance is key. Illustrations, animation and typography can attract attention, but they should not distract from the main message. Presentation should support the content, not overshadow it. For each visual element, ask: what does it communicate? Does it make the idea easier to understand? Is it worth asking the reader to pause for it?

You do not always need them. You can still improve headings and paragraphs, add illustrations, or adjust colour and typography. A clear structure and thoughtful presentation can make an article engaging and useful without complex interactivity.