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 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.