Design a Visually Compelling Website
Marka scribbled like mad on the whiteboard:
• Fonts – Use a readable font and font size. Sans serifs are usually recommended for text and headers. Screen resolution is not as high as print resolution. As a result, simpler sans-serif fonts are usually easier to read on O-puter monitors, while serifs may blur together. Use legible fonts and the same font families throughout your O-site.
• Layout and formatting – Long paragraphs bore readers. Deliver your O-page’s information in a concise, easy-to-skim format. A good rule-of-thumb is to make sentences five lines at most—not five sentences. Break up long paragraphs with bolded or italicized headers, photos or bullet points. Include graphs or charts when appropriate.
• Text design – Make words bold, color and italics in moderation. Also avoid underlining text because readers will think it’s a link.
“With all this emphasis on text, let’s not forget to...” Marka scribbled some more:
O-site Design Tip #3 - Focus on what’s important.
“At the risk of stating the obvious, the ultimate goal of our O-site is to drive business,” Marka said. “We can’t let pretty pictures distract from this focus. Every page of our O-site should feature design elements that help sell our fire products and services. These include:
- Logos and other branding elements,
- Big, distinct call-to-action buttons or links,
- Product photos,
- Images and photos that connote FEI’s key brand attributes, and
- Video testimonials.
“Persuasive presentation, Marka,” Zoot said. “Now if you’ll excuse me, I have a ratty old toga to toss out.”
Pay close attention to how your website looks. Strike the right balance between text and graphics, and use text as a design element to create a visually appealing site that readers will love. But don’t forget that the point of your website is to drive new business, and most of your design elements should be focused on getting users to click “buy.”