Local businesses often pay print newspapers or magazines to tell their stories. Unfortunately, this “sponsored content” or advertorials ramble and appear like a sea of black. Usually, the writers are journalists who aren’t trained to consider how their copy looks on a website or phone.

It’s a good idea for advertorial writers to use website content techniques like short paragraphs, subheads and bullets; they help make the advertiser’s story readable.

Here’s an example of a the first page of a boating company’s advertorial that has been improved by using subheads and bulleted text. It’s readable and easy on the eyes with plenty of white space.

Ideally, all stories should be written this simply.