Preventing Your Visitors From Eluding Your Cash Register
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 your product
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 buy and the better the chance they'll come
back.
About the Author
Carmen is the VP Client Relations of Ms. SEO Inc., a Calgary
based Search Engine Optimization & Internet
Marketing Company. Ms. Seo Inc. works with their sister
company Ms. Hype Inc., a Calgary Web Design
Company, and their parent company Cre8 Hype Solutions Inc.,
a Calgary based Internet Marketing Company, to
offer their clients a powerful online presence.