Tips & tricks
Call out – and you’ll be heard
Just when you thought your website text was perfect, here comes another trick to lure readers in. Sometimes called a “pull-quote”, other times a “call-out”, it’s a technique traditionally used in print media – and it’s finding its way onto the web.
The idea is simple enough: take a quote, catch phrase, engaging line or medley of words from the main text of a web page and set it apart somewhere in the middle of the page – preferably in large font, a different color, a text box or even as moving text. Like this:
…make the difference between drawing readers in or losing them...
Why? Information overload
With so much information out there, you need to give readers a reason to stay on your website. Catchy headings, subheadings, side columns, bold font, text boxes – all of these elements catch the attention of readers who might not actually have the time or desire to read page after page of text.
In addition to these tried and true techniques, well-placed call-outs can make the difference between drawing readers in – or losing them to the competition.
A professional pessimist?
Recently, William Safire discussed the technique in his New York Times Magazine column On Language. Safire doesn’t seem too thrilled with the call-out trick, calling the art department in charge of it “traditionally out-of-control” and saying his editor is “ripping some words” out of his articles.
But Safire is missing the point – perhaps because he’s not the one in control. He should be given some training on smart self-promotion, and then be allowed to choose his own call-outs. We think they’re a handy tool that set your website apart. And it’s a technique that’s here to stay. So take a look at these tips for going about it:
Choose the words that showcase the most interesting aspect of your text – whether it’s client praise, impressive statistics, or a statement of company values that showcases your organization’s unique personality.
Consider writing new text with a call-out in mind. Not only will it make it easier to choose one, it’s also a good technique to help you focus on your main message.
Let the writer or editor choose the call-out – not the graphics department. No offense intended, but when it comes to the power of words, professional writers know best.
When it does come down to layout, the call-out should be placed at least one paragraph away from the source text. That way the reader won’t feel he or she has just read the same thing twice.
Will it make a difference?
Any little thing helps. Especially on pages with a fair amount of text – 200 words or more – you need to use at least one kind of attention-grabbing technique. So why not call out – and stand out from the crowd?
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