Five Quick Don'ts:
1. Don’t assume email is the same as direct mail or that people are itching to read it.
2. Don’t treat your website like a brochure, with long sentences, long paragraphs, and no subheads.
3. Don’t fill your company blog with irrelevant personal anecdotes and lofty pontifications.
4. Don’t build the top of your marketing page around a pretty, generic image that has little to do with your business or your customers.
5. Don’t clutter the top of your website by cramming too many elements into it.
Five Quick Dos:
1. Do your homework. Know that people only skim digital marketing, moving their eyes in an “E” or “F” pattern—not the older “Z” reading formation.
2. Do give the reader visual stepping stones: subheads guiding the eyes to points of relevance in descending order.
3. Do use sidebars, quotes, or graphics to break up large chunks of text.
4. Do keep in mind that your website needs to reflect what your customers want to learn—not what you want to say.
5. Do link to something your visitors will find valuable.