• Put important content at the top of your pages so it's visible on the screen. Users may not scroll through lengthy pages.
• In general, limit the length of a web page to two screens.
• Split up long pages into several pages.

• Use left aligned text rather than justified text.
• Write short paragraphs (4-5 lines).
• Limit the width of your web pages to fit your visitors' monitors. Your visitors don’t want to scroll left to right to see your content or reach navigation buttons.
• Keep the look, layout, navigation, typefaces, and colors consistent on all your pages.

• Avoid long pages of text.
• Indent paragraphs in sales letters.
• Break up text with white space, color, columns, lines, and graphics.
• Break up copy into easy-to-read sections
• Use subheadings and bulleted lists to highlight benefits.

• Use color sparingly. Too much color can be distracting.
• Select a background color that contrasts with the text color.
• Avoid blue backgrounds when using blue links (the standard link color).
• Avoid dark backgrounds. Dark text on a light background (white to light pastel) is easy to read.
• Avoid text on multi-colored background images. Most background images will decrease the readability of your text.
• Use web-friendly colors. Colors that look bright on your monitor may appear dark on someone else’s and make your message unreadable.

• Avoid small type, reverse type (white text on dark background), and italics.
• Avoid using UPPER CASE in your body copy.
• Limit the number of fonts in a web site to a maximum of three.
• Use a type size that is geared to your target audience. For instance, use larger type for older readers.
• Emphasize important words, headlines, and sentences by using color, bold, and different text sizes. But do so sparingly. Too much bold or color reduces the impact.
• Avoid underlining. Readers might think your underlined words or sentences are links.
• Use standard fonts.If you’re using fonts your viewers don’t have on their computers, their browsers will show substitute fonts and your web pages can look totally different on visitors' computers than how you intended them to look. You can avoid this by using fonts most people have, such as Arial, Times New Roman, and Verdana. These fonts are also easy to read on computer screens.
• If you want viewers to see a special font, you must convert the text into a graphic.
• Avoid special characters like curly quotes, curly apostrophes, n-dashes, and m-dashes. These characters are unique to different operating systems and may convert into bogus characters in web sites. To avoid this, use a text editor such as Notepad (Windows) or SimpleText (Mac) and check your pages on several operating systems.

Images and Graphics

• Use images and graphics that support your sales message.
• Keep animation, blinking text, and scrolling text to a minimum. They distract the reader from focusing on your text.

Web pages may look different on your visitors' computers, depending on their computer, monitor, browser, and fonts. What may look great with one browser may look unprofessional on another. View your web pages with different

browsers, computers, platforms (PC and Mac), screen resolutions, and settings. Statistics indicate that visitors use a wide variety of browsers and platforms.

Keep visitors, prospects, and buyers at your site with easy-to-read, interesting content. An easy-to-read, professional web site can maximize your sales. Apply these techniques now.