Scan
Web site visitors read websites very differently than they might read a
book or a newspaper. Web visitors scan the text, rather than
reading each and every word. As a result, the web copy should be designed to
be easily scannable. That is not to say the copy should not be
well written, but it should be broken into small "chunks" so that the
visitor can easily scan it and take away the main idea.
White Space
Avoid dense copy. Copy should be broken into readable, digestible "chunks"
and surrounded by a good amount of white space.
Font Type
Font size matters. Avoid using micro fonts. Studies have shown that the
easiest type faces to read on the Internet are san serif fonts.
Popular sans fonts include Helvetica, Avant Garde, and Arial. Popular serif
fonts include Times Roman, Courier, and Palatino. Sans-serif
fonts have become the de facto standard for "body" text on-screen, because
monitors provide a cleaner and more legible rendering of
sans-serif fonts than they do for other fonts.
Bold for Emphasis
Use headlines to help break up the content and draw attention to specific
sections. This will also increase the web page's scannability.
Include important keywords in the headlines to draw attention.
Images
Use images for visual cues. The images should not draw the readers
attention away from the text. It should enhance the reader's desire to
read the text. Avoid animated graphics as they tend to draw the focus of the
reader, and can become annoying.
Avoid all Caps
Words typed using all CAPITALS ARE VERY DIFFICULT TO READ. All capitals are
simply not scannable and require that the reader to "read"
every letter in order to discern the word. Additionally, using all capitals
is considered an Internet etiquette breach and is considered
"shouting".
Features vs Benefits
After you identify the benefits of your product or service. You must detail
those benefits in terms that the potential customer will
understand. Keep it simple. How will your software help users? Will the
software help the user save time? Will the software save the user
money? How will the software save time? How will the software save money?
The copy should be succinct and written in such a way that it captures the
reader's interest.
Example:
Save Your Business $ 1,000 per week.
Save Time and Money with ABC Software
Then detail how the software will save $1,000 or time and money. Spell it
out in simple words that make sense to the reader; "With ABC
Software you type personalized collection letters only once instead of
multiple times. For an average business this means the accounting
department saves an average of six hours per week!"
Prioritize Above the Fold
The web copy should be prioritized so that the most important items appear
on the top of the web page. Information should be organized in
such a way that it makes sense and the reader should be directed to the
action you wish for them to take.
Limit Options
Too many choices can cause confusion. Limit the number of options that the
customer is exposed to.
Length of Copy
The web copy should fit in a normal browser window and not require for the
user to scroll. More is not necessarily a good thing. Web copy
should convey your point as simply as possible. Do not expand copy just for
the sake of creating page filler. Search engines pay the most
attention to the first 250 words on a website so their is no need to be
long-winded, as it will not help search placement
KISS
Keep it simple. The text should be simple. Keep in mind that your software
might appeal to people whose first language is not English. Use
terms that can be easily understood by all.
Words
Do not just use keywords, use power words that elicit emotion and action
from potential customers. Sprinkle the power words throughout the
web copy.
Lists
Lists are a great way to detail important points. Use bullets and white
space around lists for emphasis.
Grammar
Grammar, spelling and punctuation does matter. Websites should convey a
professional image. Incorrect punctuation or poor grammar can drive
customers away.
If you are from the UK or AU but your main market is the US, you will want
to use the American English spelling of words like color. If your
focus is the UK or Australian market then feel free to retain the British
English spellings (colour).Layout Design
F Navigation
Studies have shown that web surfers scan websites using the F shape. This
was discerned through eye tracking studies. This means the most
important information and navigation should be in the "F".
Standard Navigation
Web viewers look for navigation on the top left or occasionally on the
right side of the screen. Differing too much, could potentially
confuse website visitors. Stick with standard navigation techniques.
Make Links Obvious
Underlines have commonly come to mean "link". Make links obvious by having
them underlined or highlighted in an unmistakable way.
Consistency
Web design should be consistent as the person navigates through the
website. The look and feel of the website should not change
drastically.
Regards Gerald Crawford
Webcraft.ws Stellenbosch
PO BOX 12216 Die Boord 7613 Stellenbosch South Africa
Telephone: +27-021-8833027 (office)
Cell: +27-0720390184 (mobile)
SMS: 0796343545
Skype: webcraft.guru
Fax: 0865657300
After Hours: 0881242372
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
Yahoo: webcraftguru@yahoo.co.za
Blog: http://webcraftws.blogspot.com/
Twitter: WebcraftGuru
Facebook: Webcraft Guru
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