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Keep 'Em Reading
- Keep 'Em Buying
Teacher: Viki
Nygaard
The World Wide Web is probably
the biggest technological advancement in the last 75 years.
Every bit of information you could ever need is right at your
fingertips. However, reading that information can get to be
a bit hard on the eyes.
As a Web-surfer, you've probably
noticed that it is hard to spend a lot of time reading Web
pages directly from your computer screen. The more information
there is on a Web page, the more apt you are to print it out
and read it later rather then read it directly off the screen.
You most likely tend to scan Web pages, reading only what you
find interesting.
Now, as a Web site owner, let
me ask you this. Are you overwhelming your visitors with too
much text? Yes, I know, "copy sells". However, long text (whether
sales copy, reports, articles or anything else) read from a
lighted surface (like your computer monitor) is not as enjoyable
because of the eyestrain. However, there are ways you can create
an environment where reading is pleasurable.
Get Their Attention With A
Catchy Headline
The first thing your visitor
should notice is the headline on the page. Make sure your headline
is bold and at least 2 point sizes larger then the rest of
your copy. Most importantly, use a headline that will get your
visitors attention and will interest them into reading more.
That said… don't stop there!
Go on to include "subheads" throughout your copy. It has been
proven time and time again that Web site visitors scan before
they read. By including sub-headlines within your copy, you
can help them quickly pick out exactly what interests them
- keeping them at your site longer and increasing your chances
of making a sale.
Break It Up
Break up your copy into easy
to read paragraphs of about 3 sentences. Use subheads whenever
possible. If you have an extreme amount of copy (long sales
letter, extensive report, etc.) you may choose to triple space
between paragraphs instead of double space. This will allow
more "white space" to come through, thus making it easier on
your reader's eyes.
Break things out even further
by using bulleted or numbered lists. These types of lists are
easily scanned so be sure to include important points or benefits
within your list.
Lastly, vary your justification.
Flush left is the easiest to read. However, an occasional sentence
or paragraph that is centered can bring attention to a statement
and give additional visual interest to your reader.
Make The Fonts Eye-Friendly
Use an easy to read font for
the main copy of your Web site. Arial, Verdana or Helvetica
are good fonts to use because they are "non-serif". This means
they have no "feet", they appear straight up and down. Non-serif
fonts are more easily viewed on a lighted surface. Serif fonts
(like Times Roman) that have small "curves" or "feet" at the
stopping points of the letters are more easily read in print.
Some other tips include:
- Using a plain black font if
possible. Colored text is very hard to read on a computer
screen, as it strains the eyes.
- Avoiding all capital letters
as they are associated with shouting.
- Using bold or italics only
to emphasize important phrases.
- Avoiding underlined text.
Underlines are associated with hyperlinks and your visitors
may be mislead if you underline text that is not a clickable
link.
- Creating graphics-free pages
for information that your visitors would be interested in
printing out.
Since information is what your
visitors came to your site for, it only makes sense to place
special emphasis on the text. The more enjoyable you can make
your customer's stay, the longer they'll visit, the more likely
they'll be to buy and the better the chance they'll come back.
About the teacher:
Viki Nygaard is
President of Mount Evans Designs specializing in professional
Web design. For those businesses who insist on quality but must
maintain a budget, visit http://www.mountevansdesigns.com today.
You'll be thrilled with the exceptional designs and the affordable
rates!
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