24KT Marketing: Powerful Web Page Design
May 20th, 2008
WORD COUNT: 647 Short … Yet Empowering Words
TIME to GROW : * About 2 1/2 MINUTES *
We spend a lot of time crafting our messages. Yet web page design that caters to online visitors is also of supreme importance. In fact if the layout is off the mark, your visitors may miss your message entirely, because they won’t stay on the page long enough to connect with what you’re offering.
Too often I see business owners delegate page layout to a graphic designer or developer who may not appreciate the nuances of effective web page design. But when you know some of the basics, you can partner with your “techies” to create a presentation that really connects with your site visitors.
Here are a few essential ingredients for powerful pages based on an Eye Tracking studycompleted in 2004 by the Poynter Institute.
You can apply these principles to your own web page design, so you can share your message with your ideal customers in the best way possible.
The Way We Take In Information on a Web Page
The human eye scans a web page differently than the printed page. We scan the printed page in a Z PATTERN, from left to right. However, we peruse and make decisions about online purchases much differently.
Here are 16 facts you can use to connect with your web site visitors in a very compelling way.
Powerful Web Page Design: 16 Enlightening Facts
1. Horizontal NAVIGATION at the top of the page works best.
2. HEADLINES attract attention before graphics. Your pictures should lead the eye to your headlines, not compete with them. One of the first things readers look for on a web page are headlines.
3. The UPPER LEFT portion of the page is the first place the eye goes, followed by an interesting pattern. See the graphic below and at the top of this page to see how you can apply this information on your own web pages.
4. Readers usually ignore BANNERS. To get noticed, place ads near valuable information.
5. FANCY formatting and fonts are often ignored. People assume it’s an ad or not relevant.
6. Show NUMBERS as numerals rather than spelling out figures. It makes it easier for people to absorb factual information.
7. SIZE MATTERS. Smaller font size encourages reading and larger font size increases scanning. Cater to scanners and fact finders by using a bold and slightly larger headline size, and smaller font sizes in the text.
8. Keep your PARAGRAPHS short (2-3 sentences) or you’ll lose your readers. Long blocks of text are largely ignored.
9. Use SUBHEADLINES only if it’s relevant and interesting. When used only for formatting purposes, they tend to be ignored.
10. People typically scan the LOWER PORTION of the page. So use bulleted lists to make it easier to find information on your page. Lists also hold reader attention longer.
11. ONE-COLUMN formats perform better. Multi-column formats can overwhelm visitors with too much information.
12. Use FORMATTING thoughtfully to draw attention to important points. Use bold, capitalized, italicized, colored, and underlined text, but don’t overuse them or you’ll lose your readers.
13. Use plenty of WHITE SPACE. Cluttered sites overwhelm visitors. Simplicity and open space allows readers to rest their eyes.
14. Use flash sparingly and shut it off after a few seconds because it triggers peripheral vision and people are not able to focus on the text on the center of the page.
15. Place an OPT-IN OFFER in the upper portion of the page so you can stay in touch with visitors. The upper left is usually best.
16. Know what you want to ACCOMPLISH on every page. Then create a layout and message to fulfill your objective.
For more information about this 2004 Eye Tracking study, see http://www.poynterextra.org/eyetrack2004/main.htm .
Enjoy your journey!
Laura
Copyright© Laura Cardone 2008. All Rights Reserved. This is a Daily Discovery Series edition. http://www.profitswithpurpose.com is for business owners and professionals who are passionate about creating a successful business, AND a fulfilling and balanced life. Profits with Purpose Inc.
