7 Simple Steps to a Readable Website

Frequently I am asked by people to give them an analysis of their website copywriting. Again and again I see the same mistakes so I thought I'd write this post about it to help you review your own site.

Believe it or not, the appearance of your website text can actually have an impact on your sales. Its readability can affect your reader's buying decision. Many companies place more importance on the design of their site than the words it contains - big mistake! It is the words that will sell not the graphics.

To give you a helping hand I have listed below 7 basics to make your website readable:

1. Easy to read

This covers everything from simple words and sentences to the colour scheme. Use a light coloured text on a light background and your copy will be unreadable; the same goes for using a bright coloured font on a dark background.

2. Attention grabbing

If you want to get their attention, use headlines. Make sure you work your keywords into the headings too. Break up your text with plenty of sub-headings. Not only will it make it more attractive on the screen (a huge block of text is a major turn-off) but they will also act as sign-posts so your reader can find the information that's relevant to them.

3. Highlight your keywords

Emphasize words that are important to your reader by making them bold, italics or a different colour. Things like free, fast, free delivery and your key selling points.

4. Font size

Don't use text that is either too small or too big. Save the larger text for your headings and sub-headings.

5. CAPS are bad

If you use all capital letters in your copy you'll come across as unprofessional plus it's very hard to read.
6. Spacing

A well spaced page of text is a readable page of text. Use plenty of white space, headings and sub-headings to signpost the important sections. Show your benefits as a bulleted list so they stand out. Whatever spacing format you use, make sure it's consistent throughout your site.

7. Check and re-check

Breaking grammar rules can be very effective in sales writing, but sloppy spelling and punctuation isn't. Mind you that's not to say that your grammar can be sloppy - it should always be used correctly unless you are trying to get a point across. There is nothing worse than a website full of typos - it's very unprofessional.

This list is by no mean exhaustive and I could go on for hours about. Take time out to review your website. It is your company's online shop window. Review every section of text from its appearance to its factual content - is there too much detail or too little, are there any call to actions?

Your website shouldn't be viewed as an optional extra in your marketing campaign. You don't have one just because it's nice to have or because everyone else has one. Your website is there to sell - use it.

Sally Ormond is a freelance copywriter with extensive experience in the B2B and B2C markets.

Her clients are in the UK and worldwide and benefit from saving time and money while experiencing higher sales and an increased market visibility.

By offering a full range of copywriting services your marketing will have continuity and strength.