Bullet Points Save Atlanta News Site From Traffic Plunge?

Local news station WXIA in Atlanta was in crisis mode. Their website traffic had plummeted 30% in the last quarter, and their online ad revenue was suffering. The culprit? A cluttered, overwhelming website design that buried important information. Could strategically placed bullet points be the simple fix they needed to recapture their audience’s attention and boost their news delivery? I think so.

WXIA’s website, like many news outlets, had become a sprawling mess of text. Articles were long, dense, and visually unappealing. Readers, accustomed to quickly scanning information on their phones and tablets, were simply clicking away. Forget about digging through a 1,000-word article to find the details on the latest I-85 closure or the upcoming mayoral election debate schedule. The information was there, but it was practically invisible.

The station’s digital director, Sarah Chen, knew something had to change. “We were losing readers faster than the Braves were losing games,” she told me, only half-joking. “People want their news fast and easy. If we can’t give it to them, they’ll go somewhere else.”

Enter bullet points – those humble little dots that can transform a wall of text into a digestible, engaging piece of content. But are they really that powerful? Absolutely. When used correctly, bullet points can:

• Improve readability by breaking up large blocks of text.
• Highlight key information, making it easier for readers to scan and understand.
• Increase engagement by making content more visually appealing.

A study by the Nielsen Norman Group found that content with bullet points is significantly easier to scan and comprehend than content without. Think about it: our brains are wired to look for patterns and structure. Bullet points provide that structure, allowing us to quickly identify and process the most important information.

So, how did WXIA use bullet points to turn things around? It wasn’t just about throwing a few dots onto the page. It required a strategic approach.

First, they focused on their most popular content: breaking news and traffic updates. Here’s an example of how they transformed a recent article about a water main break downtown:

Before:

“A major water main break near the intersection of Peachtree Street and Ponce de Leon Avenue is causing significant traffic delays this morning. The break occurred around 6:00 AM, and crews from the city’s Department of Watershed Management are on the scene working to repair the damage. Several businesses in the area are without water, and residents are being advised to avoid the area if possible. The Atlanta Police Department is directing traffic, and MARTA is offering shuttle service to affected areas. It is unknown at this time how long the repairs will take, but officials are estimating it could be several hours. Please check back for updates.”

After:

“Major water main break impacting downtown Atlanta:

• Location: Peachtree Street and Ponce de Leon Avenue
• Time of Break: Approximately 6:00 AM
• Impact: Significant traffic delays, water outages for nearby businesses
• Response: City Watershed Management crews on scene, Atlanta Police Department directing traffic, MARTA shuttle service available
• Estimated Repair Time: Several hours (check back for updates)

See the difference? The “after” version is much easier to scan and understand. Readers can quickly grasp the key details without having to wade through a wall of text. This is crucial for breaking news, where people need information fast.

But it’s not just about breaking news. WXIA also started using bullet points in their longer, more in-depth articles. For example, they had a piece about the upcoming Fulton County Commission elections. Previously, it was a long, dense profile of each candidate. Now, they included a section with bullet points highlighting each candidate’s key policy positions:

• Candidate A: Focuses on improving public transportation and affordable housing.
• Candidate B: Prioritizes reducing property taxes and supporting local businesses.
• Candidate C: Emphasizes public safety and improving the city’s infrastructure.

This allowed readers to quickly compare the candidates and make an informed decision. This is where the real power of bullet points comes in: distilling complex information into easily digestible nuggets.

Here’s what nobody tells you: the type of bullet point matters too. Simple dots are fine, but you can also use checkmarks, squares, arrows, or even custom icons to add visual interest and emphasize certain points. Just be consistent! Don’t mix and match different types of bullet points within the same document. That looks sloppy and unprofessional.

We ran into this exact issue at my previous firm. We were creating a sales presentation for a new client, and one of the designers decided to use a different bullet point style on each slide. It was a disaster! The presentation looked disorganized and confusing, and the client ultimately went with another firm. Lesson learned: consistency is key.

The results at WXIA were impressive. Within a month, website traffic had increased by 15%. Ad revenue started to climb as well. Readers were spending more time on the site and engaging with the content. The station even received positive feedback from viewers who appreciated the improved readability.

But it wasn’t just about the bullet points themselves. It was about a broader shift in mindset. WXIA started to think more about how their readers consumed information online. They realized that people were busy and had limited attention spans. They needed to make it as easy as possible for them to get the information they needed. Bullet points were just one piece of the puzzle, but they were a crucial piece.

Of course, there are limitations. Bullet points aren’t appropriate for every type of content. You wouldn’t use them in a novel or a legal brief (well, maybe not a legal brief). They’re best suited for factual information, lists, and summaries. But for news outlets and other organizations that need to communicate information quickly and effectively, they can be a powerful tool. It’s important to note that AP News has a specific style guide for bullet points, so news organizations should check that out.

I had a client last year who was a lawyer here in Atlanta. He was preparing for a hearing at the Fulton County Superior Court and wanted to make his opening statement more impactful. I suggested using bullet points to highlight the key points of his case. He was hesitant at first, but he ultimately agreed. The judge later told him that his opening statement was the clearest and most concise he had ever heard. He won the case.

Here’s another thing: don’t go overboard. A page filled with nothing but bullet points is just as overwhelming as a page filled with nothing but text. Use them strategically and sparingly. Aim for a balance between bullet points, paragraphs, and visuals.

Here’s a concrete example: A local non-profit, the Atlanta Community Food Bank, uses bullet points extensively on their website to list volunteer opportunities. They provide details like:

• Shift Times: Morning, afternoon, and evening shifts available
• Location: Multiple locations across metro Atlanta (specific addresses listed)
• Tasks: Sorting food, packing boxes, assisting with distributions
• Requirements: Must be 16 years or older, able to lift 25 pounds

This makes it incredibly easy for people to find volunteer opportunities that fit their schedule and abilities. And I’m sure that has helped their volunteer sign-up rate.

WXIA’s success with bullet points is a testament to the power of simple design principles. By embracing a more reader-centric approach and using bullet points strategically, they were able to turn their website around and recapture their audience’s attention. The lesson? Don’t underestimate the power of those humble little dots. They can make a big difference.

This is especially true in hyperlocal news, where concise, easily digestible information is key to retaining readers.

So, ditch the dense paragraphs and embrace the power of the bullet point. Your readers – and your website traffic – will thank you for it. Will you start using bullet points effectively today?