The first thing you should do is add some ‘white space’ to your text. Break up your body copy into smaller segments that are effortless to read, yet provide magical appeal. Frame your text with white space both horizontally and vertically. This helps by setting it apart and making it easier on the eyes. Divide larger paragraphs into two or three separate ones, with adequate spacing between each. While a varied paragraph length is best to sustain interest, having any single paragraph longer than five lines is a deterrent for some readers. If it looks like it requires even a little effort, it could be enough of a reason for prospects to click away. Providing such reasoning is detrimental to both you and your prospect. But you can easily eliminate it by splitting your copy up and making it almost effortless to read.
White space provides much needed visual relief and makes the presentation of your information much more appealing. These small bite-size pieces are just enough to keep the prospect reading without tiring.
Allow for ample margins on both sides of the page. A column width of anywhere from 35 to 55 characters works best as it allows for an easy horizontal scan of the page, without strain. You can easily control the width of your web site sales copy by setting the page up inside of a table. It’s a simple function – one that’s available with most site design programs or by editing the html code of the page.
Consider the natural flow of the eye as it scans and scrolls through your site. Pay attention to the things that get noticed first.
The top of the first frame that loads is where your prospect’s eyes first land. That’s what makes your headline such an important part of your sales piece. Large objects get noticed before smaller objects… dark objects before lighter ones. Bold type draws the eye before regular type. And anything that’s a little out of the ordinary naturally jumps out and commands attention.
Think visually, one frame at a time. Each frame needs to sustain reader interest and involvement and must compel the reader to move on to the next frame or the next section. Break it down so your information is quick to arrive and easy to read and understand. It’s all about making your pages prospect-friendly.
