One specific technique I used to improve the readability of my revised version of the business introduction for shift and bid was using bold text a lot more throughout the actual content and highlighting keywords. In the old version of my business overview that didn’t contain really any plain writing techniques, bold text was really only used at the start of a new sentence to convey what the sentence was about. In my revised version, I have decided to use bold text to my advantage to highlight keywords that people who are quickly scanning may get caught up on, and hopefully this can guide them to what the bold word actually relates to. For example, a couple of phrases that I have decided to bold within the first bit of information on my revised version include dedicated online auction platform, modified and high-performance, and carefully selected. “Dedicated online auction platform” was bolded because that’s exactly what Shift and Bid is and with this bolded it provides the potential user with a little bit of clarity as to what exactly our service really is. “modified and high-performance” was also selected to be bolded because think of it like this: if someone is on the internet looking for an auction service to buy exactly that, modified and high performance cars then if they are quickly scanning this article and they realize that exactly what they are looking for is specifically bolded, chances are they will investigate more and use our services. If someone is looking for a car auction website, but not necessarily one that specializes in modified and high-performance cars it could also help them out into finding a service that may be better suited for them. Finally, bold text was utilized for “carefully selected” to let users who only scan articles know that not any car is allowed to be listed on shift and bid, and every car that passes through the service is carefully vetted. Bolding this keyword is effective because it can let users know that shift and bid doesn’t really mess around when it comes to the cars that represent our services. Using bold words to my advantage was not only used in the first paragraph and they were used in many different instances throughout the text. Bold text was used at the start of new information to let readers know that a new bit of information is being talked about, instead of just having one big run on sentence. Bolding this part of the text can also help break up the copy. If a user is quickly scanning the article looking for a certain part of information and the information, they are looking for is bolded and big text, it helps them accomplish exactly what they were looking for without hassle. At the end of the day, bold text is effective because it differs from “regular” text and is eye catching when utilized to supply the right information.
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