The design and arrangement of text and visuals on a website hold as much significance as they do in print media like magazines or newspapers. It's disheartening to observe how numerous businesses haphazardly assemble HTML pages filled with excessive, monotonous text. Web users typically read 25-50% less on their screens compared to printed material, largely due to the superior resolution of print. Therefore, your web pages must be visually appealing and easy on the eyes, or your meticulously crafted content will go unnoticed. Here are some essential tips to tackle the unique challenges of web layout and presentation.
Proofreading your content at least twice is non-negotiable. If possible, have another person review it as well. Fresh eyes can often spot errors that you may have overlooked. Publishing content riddled with typos and grammatical errors leaves a poor impression.
Web users generally dislike reading large blocks of text. Break your content into key points or bullet points for faster reading and easier comprehension. Avoid excessive bolding of text; it should be used sparingly to highlight select points. As a rule of thumb, only the article title and subheadings should be bold. Similarly, refrain from overusing underlining or italics.
Long pages requiring extensive scrolling are a turn-off for internet users. If your content is lengthy, divide it into multiple pages. This approach encourages users to read through smaller, manageable chunks, which seem less intimidating. Studies have shown that people read 25% slower onscreen than on paper, so aim to make your content at least 25% shorter than a print version.
Short line lengths are preferred, as evidenced by the column format of newspapers and magazines. Most web pages, however, have line lengths that are too wide for comfortable reading. Ideally, a single line should contain no more than 15 words or roughly 65 characters. Also, avoid right or center-aligning your text; left-alignment is the simplest and easiest to read.
Avoid distracting backgrounds or those that render the text unreadable. The classic combination of black text on a white background remains the best choice for text-heavy pages. A light background that remains stationary as the reader scrolls can also elegantly offset plain text.
Reading in caps slows down character recognition, making reading more frustrating and inefficient. Excessive use of caps and exclamation points can make your company appear unprofessional. This principle applies to email ads and opt-in emails as well.
Animated graphics should generally be avoided on business websites. They take longer to load and can be distracting and annoying. However, a small, tasteful animation that relates to your product or service can enhance the site's appearance.
Verdana and Georgia are two fonts specifically designed for maximum readability on screen. Times Roman, Courier, and Arial are also very legible. The key is to choose a font that is clear and doesn't strain the viewer's eyes.
The best way to avoid layout issues is to plan ahead. Research websites you admire and draw inspiration from their design. Also, examine sites in your industry and note the features incorporated by your competitors. While you should strive for originality, this research can save you time and effort if you get it right the first time.
