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Web pages with readable text will generate more sales than fancy pages that are hard to read. Follow these design tips. Not o要ly will your web pages be easier to read, but you'll keep potential buyers at your site and position yourself to increase sales.
Keep Pages Short -- Especially Your Home Page
- Put important content at the top of your pages so it's visible o要 the screen. Users may not scroll through lengthy pages. - In general, limit the length of a web page to two screens. - Split up long pages into several pages.
Layout
- Use left aligned text rather than justified text. - Write short paragraphs (4-5 lines). - Indent paragraphs in sales letters. - Limit the width of your web pages to fit your visitors' monitors. Your visitors don't want to scroll left to right to see your content. - Keep the look, layout, navigation, typefaces, and colors consistent o要 all pages.
Break up Copy
- Avoid long pages of text. - Break up text with white space, color, columns, lines, and graphics. - Break up copy into easy-to-read sections - Use subheadings and bulleted lists to highlight benefits.
Color and Contrast
- Use color sparingly. Too much color can be distracting. - Select a background color that contrasts with the text color. - Avoid blue backgrounds when using blue links (the standard link color). - Avoid dark backgrounds. Dark text o要 a light background is easy to read. - Avoid text o要 multi-colored background images. Most background images will decrease the readability of your text. - Use web-friendly colors. Colors that look bright o要 your monitor may appear dark o要 someone else's and make your message unreadable.
Typography
- Avoid small type, reverse type (white text o要 dark background), and italics. - Avoid using UPPER CASE in your body copy. - Limit the number of fonts in a web site to a maximum of three. - Use a type size that is geared to your target audience. For instance, use larger type for older readers. - Emphasize important words, headlines, and sentences by using color, bold, and different text sizes. But do so sparingly. Too much bold or color reduces the impact. - Avoid underlining. Readers might think your underlined words or sentences are links. - Use standard fonts such as Arial, Verdana, and Times New Roman. If you're using fonts your viewers don't have o要 their computers, their browsers will show substitute fonts and your web pages can look totally different o要 visitors' computers than how you intended them to look. - Avoid special characters like curly quotes, curly apostrophes, n-dashes, and m-dashes. These characters may convert into bogus characters in web sites.
Images and Graphics
- Use images and graphics that support your sales message. - Keep animation, blinking text, and scrolling text to a minimum. They distract the reader from focusing o要 your text.
Check Your Pages
Web pages may look different o要 your visitors' computers, depending o要 their computer, monitor, browser, and fonts. What may look great o要 o要e browser may look unprofessional o要 another. View your web pages with different browsers, computers, platforms (PC and Mac), screen resolutions, and settings. Statistics indicate that visitors use a wide variety of browsers and platforms.
Keep visitors, prospects, and buyers at your site with easy-to- read, interesting content. An easy-to-read, professional web site can maximize your sales. Apply these techniques now.
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