Craft

5 posts

• The second paragraph is where you lose people

  Your intro hooks them, but paragraph two is where readers decide if you're worth their time. Here's what actually keeps them reading.

• Edit for the person who arrives at 4pm on Friday

  Your reader is tired, distracted, and has six other tabs open. If your page demands their best attention, they'll leave.

• Build pages people finish

  If the reader bounces at paragraph two, the page did not fail at SEO. It failed at being a page.

• Write for scanners without lying

  Scannability is not clickbait. It is honest labeling of useful sections.

• Images that earn their kilobytes

  A hero image is not decoration. It is either evidence, atmosphere with intent, or dead weight.