How Bullet Points Improve Readability and SEO on Your Website
by Sandy Waggett
9 min reading time
Let me be blunt:
If your website looks like a wall of text, most people will never read it—let alone act on it.
Your visitors aren’t reading every word. They’re skimming, scanning, and deciding within seconds whether your business looks credible and easy to work with.
That’s why formatting matters—and one of the easiest, most overlooked fixes you can make is using bullet points.
In this blog, I’ll break down:
Why bullet points improve SEO, user experience, and conversion
Where to use them (and where not to)
How we use bullet formatting inside MSW’s Performance Marketing Program
And what to fix on your own website right now to see better results
Why Readability Affects SEO (and User Behavior)
Here’s what we know:
73% of visitors skim rather than read full web pages (Nielsen Norman Group)
Google favors websites with strong user experience metrics—like dwell time (how long people stay on your page)
Formatting, layout, and structure all influence how long people stay—and what actions they take
So even if your content is good, if it’s hard to read, it won’t perform.
That’s where bullet points come in.
Bullet points make your site scannable, digestible, and user-friendly—and that helps both your visitors and your search rankings.
What Bullet Points Actually Do
Break up long paragraphs
Highlight key benefits or features
Make your copy feel more modern and inviting
Guide the reader’s eye toward high-value content
Increase time on page by making content easier to consume
Improve clarity for both people and search engines
When used right, they create “pause points” for the reader—and give you an easy way to show value fast.
Where to Use Bullet Points on Your Website
At MSW, we look for 5 key areas to implement bullet formatting as part of every Performance Marketing Program build or redesign.
1. Homepage Overview Sections
Instead of writing a full paragraph about your services, break them down into bullets.
Example:
What We Offer:
Website design that converts
Local SEO to help you get found
Lead magnets and email automation
Social content that builds trust
This is far easier to scan—and more effective—than writing it in paragraph form.
2. Service Pages
Listing out what’s included in each service not only helps SEO, it makes your value clear.
Example:
Our Kitchen Remodel Services Include:
Custom cabinetry
Countertop installation
Appliance upgrades
Layout redesign
Flooring and tile work
It’s clean, confident, and professional.
3. Blog Posts
Use bullets when:
Summarizing action steps
Listing pros and cons
Breaking down tips or tools
Highlighting statistics or myths
Search engines love clear hierarchy, and bullet points often earn featured snippet spots in Google search results.
4. About or “Why Choose Us” Pages
This is your chance to list differentiators or trust-builders.
Example:
Why Clients Choose MSW:
26+ years of experience
100% done-for-you implementation
Personalized strategy for your business
Transparent, jargon-free communication
Short. Powerful. Skimmable.
5. Lead Magnet Landing Pages
Your lead magnet offer should have a bulleted list of what’s inside—especially if you want higher conversions.
Real Client Example: From Cluttered to Clean
One of our clients had strong messaging—but it was buried in long, dense paragraphs.
We didn’t rewrite their content. We simply:
Broke paragraphs into bite-size pieces
Added bullets for services, benefits, and calls to action
Reorganized headers for clarity
Result?
Time on page increased by 48% and contact form submissions went up by 33% within 60 days.
Formatting made the content easier to trust—and easier to act on.
What Not to Do with Bullet Points
Let’s avoid some common pitfalls:
Don’t overuse them. Your whole site shouldn’t be bullets—use them to highlight, not replace content structure.
Don’t use full paragraphs inside bullets. Keep it short and to the point—3 to 12 words per bullet is a good rule.
Don’t stack bullets without headlines or context. Introduce your list with a sentence or subheading so the reader (and Google) knows what they’re looking at.
Don’t forget styling. Use consistent spacing, icons (if appropriate), and alignment. Make them clean and easy to scan.
How We Use Bullet Points Strategically at MSW
When we build or optimize a site inside our Performance Marketing Program, we:
Identify high-value content that’s currently buried in paragraphs
Break up long sections with bullet lists and white space
Use bullets in every major service section
Style bullets to match your brand and layout
Optimize headings and bullets together for better SEO
The result? A site that’s easier to read, easier to rank, and easier to trust.
How to Improve Your Own Site This Week
Here’s a quick checklist you can use today:
Choose one long page on your site (homepage or service page)
Highlight any lists or service features in the copy
Rewrite those as bullet points (short, direct)
Add a headline above the list for clarity
Format consistently—spacing, font size, indentation
Test it on mobile to make sure it looks great there, too
Small changes like this go a long way—especially when your competitors aren’t doing them.
Final Thoughts: Clarity Converts
Your content might be amazing—but if it’s hard to read, no one will know.
Bullet points don’t just make your site look better—they make it work better.
They help Google understand your content. They help your visitors understand your value. And they give your best content the visibility it deserves.
Let’s get your message across quickly, clearly, and confidently.
Want a Free Readability & Layout Review?
We’ll scan your homepage or key service page and give you simple fixes that can boost clarity, trust, and conversions—fast.
Sandy Wardenburg Waggettis theFounder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing inSEO, AI-powered content strategies, and website optimization. Withover a quarter century of experience (eek!), Sandy has helped thousands of business ownersincrease visibility, generate leads, and dominate their local marketsthrough strategic online marketing.
As aCertified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s atrusted mentor and business strategistwho equips entrepreneurs withdata-driven insights and future-proof tactics. She leadsAI & Marketing Mastery Trainingand exclusiveCEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.
Sandy is also theauthor of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking tooutsmart competitors and win in the new era of search marketing. The book providescutting-edge strategiesonAI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.
When she’s not craftinggame-changing marketing strategies, Sandy enjoyscoaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.
🚀Want to take your digital marketing to the next level?Connect with Sandy atMSWInteractiveDesigns.comor call 573-552-8403.