A great web page is a joy to read. It doesn’t overwhelm with paragraph after paragraph of plain boring text. It is well-formatted, informative, and has a clear reason for existing. It does not waste peoples’ time. If your web page is formatted well, your visitors will stay on your page and read it, and they will stay on your website longer. This is a very good thing! It helps with search engine rankings and increases your conversion rates.
When you are writing your copy, consider the elements below:
Text Size and Colors: The Basics
Make sure your text is readable. Choose a font size, color and style that is clear and easy to read. It should contrast well with the background color of the page.
These days, you can choose from hundreds of fonts for your website. A good designer will be able to easily manipulate the size and weight of your fonts, as well as line height and letter spacing. (I love this!) This is a really nice feature of modern WordPress websites. Read Why I Love WordPress here
Your paragraph font (also called body text) should be ONE color, with your links a different color. That way, your reader can easily see the text that is clickable. Using color or underlines to emphasize text that is not a link is confusing (not good!) and not best practice. If you need to emphasize text, use bold, italics, or ALL CAPS sparingly.
Of course, not all these tips work for every kind of web page. The presentation on a long sales page is different than a bio or product page. Use formatting techniques that make sense to you and help your reader.
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