If you wish to make a good impression and keep people onto your website you should follow some fundamental design rules and make your site legible and simple to read. In the end, individuals have visited your website for a purpose and part of that's reading information. There are numerous basic tips that you can follow to ensure you make the right design decisions for the website.
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Website design tip #1 - Do not forget that you are creating your website for people not for computers to crawl and index. Whilst lots of people spend lots of time changing site contents and structure for the benefit of search engines how much time is spent testing and enhancing the site for human readers? Think carefully about what you want to convey and the words that you will use to convey it. A well-optimized site for a search engine isn't always best for human readers.
Website design tip #2 - Pay attention to the font and its attributes for example size. Certain fonts are simpler to read than the others, many are available only on certain platforms or machines. Although your computer may list thousands of fonts when you are creating a page, you will simply have a small subset of those you can actually use. Why not print some standard text in a number of fonts and obtain other people to rate how easy they're to read rather than relying on your own judgment of what looks good. Pay attention to the font size as well. Unfortunately, you won't be able to find a size that suits all, trust me on this, however, use one that the majority will be comfortable with.
Website design tip #3 - Ever wondered why newspapers place their news articles in columns rather than using the full width of the page? Well, the answer then is that if they used the entire width it would be awkward to read through as if the reader was far enough away for the eyes to scan the extra-long line, the text would be too small. Whilst most webpages aren't on the scale of newspaper broadsheets, consider using columns for your text, particularly if there are various articles on your page.
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Website design tip #4 - Obtain a decent contrast. Just about everyone right now has visited a web page where the author, for much unknown reason, has put text on the page which is a similar color to the background. You need a sufficient quantity of contrast to help make the text legible, the higher the contrast the rapid you can read. Black on white is the ultimate and for important information shouldn't be derived from.
To summarise, a web site where the text is clear, legible and well laid out will be a website which the users can effectively use and will either make them hang around on your site for longer or more likely to return. Happy designing.