When you get to the end of any page you’re writing, go back and make sure there is no break in the flow or unintended shift in the pace.
Sometimes a single sentence or paragraph can break the flow of an entire page.
And when that happens — when you make the reader pause or stumble — you lose a ton of readers. Remember the part about visitors attention being fragile.
What do we mean by a break in flow or pace?
It could be you’re falling victim, even in a small way, too much blah blah. Wading through that stuff is a total pace-killer. If you really want the information present on the page then use the design.
What do you mean to use the design?
Well like this article. Its organized its main sub-headings in toggles. To present little bits of information at a time. No ADs or distractions. Well, other than the cookie warning (required-by-law) and our satisfied-meter to see if you would recommend this to a family/friend. The user is free to use the toggles to learn more while looking at the overall picture. That’s what we mean by using the GUI design to deliver your message.
Or maybe you’re having a problem with inserting a related thought or idea that’s kind of relevant, but actually more of a distraction. And as a result, you’re breaking the flow.
The longer I spend on a page, the more likely I am to start breaking the flow with distracting ideas.
There’s a lesson there for all of us.
Know your weaknesses as a writer. Be aware of how you’re likely to fail your readers and lose them before the end of the page.
Then go back and revise.