The fundamental reason why people visit your website is to scrutinise what you have to offer them in terms of your goods and services. The readability of a company’s web pages is extremely important because it is that readability that will be the making or breaking of customer conversion rates. A great deal of the website’s message power revolves around the actual navigation and graphical layout, but the ultimate goal for most websites is to actually get site visitors to read about the products and services on offer. Try to find an
On a prescriptive level, initially the site visitor needs to read the content and then they need to be able to figure out the content so that they are able to assimilate all the information they need in order to decide whether or not to purchase the goods or services you are offering.
In reality, when visiting many websites visitors are greeted with a plethora of layouts and colours with the information on the web pages structured in such a manner that even if you are able to eventually navigate to what you need to read, the content is almost unintelligible. A significant number of studies have been undertaken on the readability of text on differing coloured backgrounds and how this affects the comprehension rate. This can be dramatically reduced or increased by utilising differing colour combination schemes.
There are a number of web design agencies and companies around who are stuck in the mode of over utilisation of reverse text, which is the use of white text on a dark background to fit in with a particular design colour scheme. Colleagues have experienced disastrous results occurring when a nice clear and easy to read website was converted to a graphically impressive reverse text website. That company saw their online sales plummet dramatically within just a few months. There are many other factors to be borne in mind when designing a website which are just as important as colour schemes. The readability of sites is of vital importance, so producing easy to read text is an absolute must.
It is always a good idea to carry out a test of the text you have produced to see if it meets scientific standards. Gunning Fog, Flesch Reading Ease and Flesch-Kincaid are reading level algorithms that are helpful in establishing how readable the content of a website actually is. Once you have ascertained the score of a particular website, you can then manipulate the text until such time that it falls within scores that are acceptable and ones that will assist web traffic to understand the content. One site that is useful is: http://juicystudio.com/services/readability.php
These tests calculate the average number of words used per sentence, calculates the difficult words as a percentage and the result is an approximate measure of the number of years schooling somebody would need to understand the content.
To conclude, whilst layout and design are important factors in website design, it is also imperative that the writing style is clear and simple. With a little research, you will be able to find a
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