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Five Tips for Readable and Actionable Web Copy

by | Aug 16, 2021

Website design and architecture are always evolving. Your website copy needs to roll with the changes. We’re not saying you’ll never need to refresh or reformat if you use this advice, but you won’t need to worry about readability or leaving readers wondering what you want them to do. 

Chunky is Good

Break things up. Resist the urge to treat your web copy like a letter or long-form article. Chunky blocks of copy are easy on the eye and more inviting to readers. 

Subheads + Chunky is Even Better

People are scanning your site. Meet them where they are and help them out. Subheads save time and get readers where they want to go quickly — and that’s the name of the game. 

More Graphics with Captions

This is the ultimate expression of chunky. When your copy is laid out in a “banded” style with compelling imagery it’s highly readable on every screen. But compelling imagery is key here. Skip the stock images and invest in good photography. You won’t be sorry. 

Pathways

You don’t need to be a UX pro to know that a bad user experience will keep your donors, prospects, and constituents away faster than anything else. Take the time to create helpful, intuitive pathways through your site. It’s courteous and the difference between a site that presents as modern and seamless rather than clunky and dated. 

Calls to Action

Captain Obvious? Maybe. But indulge me — it’s worth repeating. If you want your visitors to take a particular action or head to a certain page in a hurry, be so kind as to let them know. Don’t make them wander around or work to find your good stuff. Make sure your buttons and links are placed strategically.

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