10 Ways Website Text Can Impact Your Reader’s Buying Decision - John Trout

The appearance of your website text can actually increase or decrease your sales. The size, font, style and color of your text can easily affect your reader’s buying decision. Below are ten points to consider when typing text on your website.

1. Easy To Read

You want to make it easy for your visitors to read your text. You don’t want to use a light colored text like yellow on a white background and you don’t want to use dark blue text on a black background.

2. Create A Mood

You want to use the color of your text to create a mood for the reader. If you want
to create excitement, use some red text. If you want to create greed, use a some green text. Use colors that would put you in a mood to buy your product.

3. Grab Their Attention 

You can grab your readers attention by using headlines. Make the headline more noticeable by using a different colored headline than your ad copy. This offsets the headline and pulls the reader into the rest of your ad copy.

4. Highlight Keywords

You can emphasize phrases and keywords that are important to your readers. For
instance, use super, deluxe, fast, low price, free, new, etc. You could use bolding, underlining, italics, color changing, etc.

5. Sizing It Up

You don’t want to use text that is too small or to large. You want to use larger text for your headlines and subheadings. You want to use smaller text for your ad copy. If your grandparents can’t read it, it’s too small.

6. Don’t Use All CAPS!

You don’t want to use all capital letters in your ad copy. It looks unprofessional and is hard to read. You may want to use all CAPS in your headlines to offset it.

7. Font Properly

You want to use a text font that relates to the product or services your selling. You don’t want to use a comic type font when your selling business books.

8. Spacing Out

It’s important to use spaces properly when typing your text. You should indent and bullet key benefits your product or service will give the reader. Your headlines, subheadings, sentences and paragraphs should be consistently spaced throughout your website.

9. I Need Sunglasses

Don’t use all bright text colors and backgrounds on your website. It will make your text hard to read and actually bother your readers’ eyes to the point they just decide to leave your site.

10. Check The Readability

It’s important to check your spelling and grammar before you upload your webpage. When writing an ad copy you’re allowed to break some of those grammar rules to get your point across.

Quote of the Day:

“To every answer you can find a new question.” — Yiddish proverb