Here’s a harsh reality:
It doesn’t matter how good your copy is… if it’s not presented in a way that’s easy to read, it’s not getting read.
When your copy is difficult to focus on, when your reader has to squint or their brain has to work harder to process the information, you’re asking for trouble.
First up, the brain likes to conserve energy (read: it’s lazier than the furniture). So when you come along with your poorly formatted copy, the brain says “nah, I’m good” and your reader is hitting the back button faster than you can say increased-bounce-rate.
Secondly, there are a gazillion other things fighting for your readers' attention. Their brains are just BEGGING for a reason to stop focusing on you and go back to scrolling Insta.
Want them to finish reading your services page and contact you instead?
Then make it easier to read.
The good news is, formatting is a quick, easy and effective way to improve the user experience on your website.
3 SIMPLE WAYS TO IMPROVE THE READABILITY OF YOUR COPY
1. INCREASE YOUR FONT SIZE
Look, nobody wants a headache. Nobody wants to squint at their screen trying to read text. They just want whatever solution they’re looking for (whether it’s an answer to a question, or to hire you to do your thing).
Small body font makes your reader work harder to get through the copy. That extra brain work will cost you.
Studies show body font smaller than size 16 will cost your conversions. If that feels gigantic, I recommend starting with size 14 for your body text.
2. INCREASE THE CONTRAST
In the same vein, the bigger the contrast between your text and the background it’s sitting on, the easier it is for the eyes to focus on. Black text on a white background is ideal, and popular for good reason.
3. BREAK IT UP!
Nobody likes a wall of text. Nobody.
Use images, bullet lists, subheadings to break up your copy, keep ‘em interested and pull skim readers back in.
Even better, break up paragraphs so they’re not dauntingly big chunks of text looming over your reader (& begging them to just hit the back button instead)
Yep. It’s really that simple.
So simple, you’ll question why you’ve been putting your readers through poorly-formatted-hell for so long 😉
Now go fix your formatting before I send the internet authorities after you (or, y’know, people keep bouncing from your site).
THAT’S WHAT SHE SAID…
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