Many people worry that longer texts on their site, which in many cases recommends search engines, would lead to a poorer user experience. However, this does not have to be the case at all, but it is important to design the texts so that they are adapted to the web and not print media because visitors read differently on the internet.
How do visitors read the web?
The first thing that is important to keep in mind when it comes to breads on the web is that visitors to your website are skimming the lyrics much more than they read the same text in print format.
A famous study produced images about how visitors read on websites, including in the study that the now well-used F model was presented. The F model shows how people read a website about the shape of an F, ie they read most of the top lines and then foam more and more the further down into the text they come.
When you post the text, it is therefore important that you have the most important information at the top of the page. However, it is possible to design the content in a way that attracts the visitor's eyes even further down the page. This increases the chances that the visitor takes on a larger part of the content. Good methods for this are described below.
It is also worth noting that visitors read something different on mobile than it does on a regular computer. When they read on mobile, they are often in motion and usually have a lot more distractions around them. Therefore, it becomes even more important to have an interesting and easy-to-read design, with elements that keep the visitor's attention.
Design read-friendly texts
Some good methods for making texts more readable on the web include:
Clear typography, such as font, row length and line spacing
Graphic elements that lighten the text and capture their eyes
Empty room to lighten the text
Among the most important things for readable text is typography. For a good style, use a font that is easy to read and well adapted to the situation. Decorative and flashy fonts belong in headlines and as design elements, not in breadcuts. Extra important, this is on mobile, where there is less space and more complicated fonts become even harder to read.
What kind of font works best for your site depends on the purpose and the other design. However, there are some basic guidelines that you should follow. First, do not use more than three different font fonts, and do not use too many style variations on the font (such as italics, bold, and combinations).
It's also good to use fonts that your visitors recognize. The web is full of different fonts, but most have the same basic shape. For example, most fonts used for running text are sensible, that is, without "feet." Common variants on sans serifs are Arial, Verdana and Calibri. The use of sans serifer is a traditional recommendation based on older screens with poor resolution, where the serifs, or "feet", made the typefaces messy to read. Today, this is a minor issue as we have ever better screens, but it is still standard to use the senses serifs and visitors are used to seeing these fonts.
For today's responsive web, it's important to test that your fonts work well for different resolution and size of screens. It should be easy and clear to distinguish between letters and words on as well very small screens as large ones. From accessibility, it is also important that the font types can be enlarged, because those who look worse or for other reasons find it difficult to read on small screens.
Also row lengths and line spacing need to be adapted to the situation. Too long lines or lines that are too tight tear the eye out and become difficult to read. The line length recommendation is about 55-75 characters for the website desktop version, and 35-50 characters for mobile. For line spacing, the recommendation is 1.5 pt for desktop and 1.75-2 pt for mobile. The font size should also be slightly larger on mobile than desktop to make it as clear and easy as possible.
With different graphical elements in the text, you can both ease the text in a good way and at the same time quickly give the visitor an overview of what the text is about. The graphic elements are about two major parts; design of the text and decorative elements in addition to the text.
When designing the text itself, you can use subheadings, bulleted lists of important summaries, markings of key words in the current text, boldly, etc. Formatting text shows the visitor which parts are most important. It also facilitates foam reading, as the visitor can jump from header to header or different bold words and quickly get a picture of what the text is about. Made in a good and logical way, this can help readability a lot!
With that said, graphic design of the text is not about using massive flashy colors and effects. You should avoid all variants of hard-read color contrasts and flashing or animated effects for the body text! This only interferes with readability.
Together with other graphic elements in addition to the text, these also break the text in a good way, making it more interesting to watch and let the visitor rest from the text. Images, illustrations, graphs, and similar elements can additionally provide information to the text or help illustrate concepts as described.
You can also use more subtle design elements to divide the text. Common methods are, for example, different colored backgrounds for different parts of the text, lines between paragraphs, and so on. This gives a clear picture of what parts of the content are connected, thus increasing readability.
In addition to designing your text in a good way, it is also important to think about which language you use. The right language and tone of your text can both make visitors understand more and get a more positive attitude towards you and your business, misuse of languages can quickly destroy a visitor's interest. Visitors who understand what they are reading also have a much higher conversion rate.
Always use languages that your visitors understand. This may seem obvious, but is something that is easily missed when we write about our own industry. As in many other occasions, the key here is to know your target audience. For example, avoid using words that are typical of the industry but are not used in everyday situations by your visitors. Although industry terms may be more accurate, in this case, it is more important to use words that visitors recognize.
If you are targeting broader geographical areas, you should also avoid using dialectal words. Perhaps not all of your visitors understand them, and you can clearly position yourself in a small area, which may discourage visitors outside that area.
Easy-to-read texts can be a concept, many connect only to accessibility for those who have more difficulty with the language, but on the web, it is a big part of how much information your visitors receive, regardless of their reading level!