So you’ve done the hard bit of getting a visitor to your website. Maybe you’ve spent a fortune on search engine optimisation, or spent hours crafting tempting messages on social media. Don’t waste all that money and effort by taking them to a website that no-one wants to read!
“People rarely read web pages word by word; instead they scan the page, picking out individual words and sentences.” Jakob Nielsen
Websites with large chunks of text, no headings and a lack of white space overwhelm their visitors, and send them scurrying off to the next website on their search results list.
But you can improve your website’s readability and usabiity by 124% if you follow these guidelines:
- Be concise – cut the waffle! Give your visitors the facts they want to know. Be ruthless. Less is more!
- Make your text scannable – use headings and bulleted lists to break up your text and make it easy to scan, so people can easily find what they are looking for. Keep your sentences short too, so there is lots of white space to make your website easy on the eye.
- Use objective language – website visitors want facts, not marketing fluff and hyperbole. Include statistics and reference authoritative sources to give your website credibiity.
These guidelines have become even more important in recent years with more than 50% of website visits now on smartphones.