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. Part of the problem is that the writers are journalists who don’t 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 to tell the advertiser’s story and play up the strengths of the business without getting sappy.

Here’s an example 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.