There are many things that can enhance your message so it jumps off the screen and seizes attention. Used correctly white space, fonts and these other points will make you content visually appealing to visitors. The other day, ‘Jill,’ a friend of mine was redoing her website. When she asked my help on some aspect of it, I realized that I really liked her tagline. However, the site seemed washed out to me. We then discussed tweaks that could make her blog really pop when people looked at it.
I’ve been in sales and marketing for over 30 years and in Internet marketing for the past four years. I’ve found the best copywriters, those who write for marketing, measure results then try something different until they get their best results.
Things Universally True
Things, like color schemes, appeal differently to men and women and to people of different interests. Some things, however, work well regardless of your ideal market:
– White space
– Colored button
Avoid making your site look busy. Cluttered pages overwhelm your visitors. Use space and thin borders to separate areas. A couple ways to create a feeling of white space are:
– Bullet points
Colors and fonts grab interest and make key points stand out. But too many colors, fonts and font sizes look messy and amateurish. Limit your fonts to two different ones, like Verdana for headlines and sub-headlines and Times New Roman or Calibri for the content. Experiment until you find which fonts your audience likes. Likewise, limit your font sizes to three or four.
You want to make your content stand out. While some use black backgrounds with light print, that intensity is overpowering and unpleasant for many people. It feels manipulative.
On the other hand, a dark color for a border with a light colored background to the content can really make your page jump out and demand to be noticed, i.e. it pops. Be sure too that if you use a dark color, like behind a headline, you use a light color or white text so that it will stand out. On some screens the dark text on a different colored though dark background will disappear and not be visible. Additionally, color blind people won’t see the text when they are dark on dark.
Pictures grab attention. However, make sure they are relevant to your article. For a point that isn’t obvious, add a text message to the front of the picture that ties it in to the article.
Often a call to action will disappear in the message so on sales pages especially, add a brightly colored button to make it stand out, like “Join Now” or “Reserve Your Seat.”
In order for people to read your message, it must pop out of the clutter on the Internet and capture their attention. First, it must be attractive enough they will read the headline. Then the rest of your page must keep them interested all the way to your call to action. These points will ensure that your website or sales pages prove so interesting visitors will at least skim them.
More from this contributor:
First Person: Every Small Business Needs a Website
Tips For Your Small Business Website – What Makes a Good One
First Person: 10 Small Business Website Gimmicks That Don’t Work