We will continue from where we stopped yesterday and talk about other important features of a web design. We will read about Readability and Typography along with conversion opportunities.
Readability and Typography
Having clear, readable and high-contrast typography with a logical hierarchy of information will make it easier to actually read the content. Or skim through it, if they can do that. Skim-ability is important for users as they do not have the time to read through all the information and are looking for very specific information. Making your heading and sub-heading separate and differentiated from the body of the content is important so that the user can easily read your content and help increase skim-ability. Consistency is the key to such an extent that if you stick with one or two fonts and use it throughout the content to have it help increase usability and readability.body of the content is important so that the user can easily read your content and help increase skim-ability. Consistency is the key to such an extent that if you stick with one or two fonts and use it throughout the content to have it help increase usability and readability.
Conversion is the path to leading a good lead through your website and putting together all the aspects of good web design to be successful. A conversion path is a journey a user takes to actually become a lead. For each type of customer whether it is a top, middle or bottom, there needs to be a clear path. For example, consider a user who is top of funnel customer to an industrial coatings website. They know that they need to make their structure or equipment free from rust but they do not know which product or services will be useful in doing the job. They do some Googling and discover your website. Every customer information collection starts at the homepage, and this is where aesthetics come in help in making the first impression and influence the visitor’s perception of your business.
If the site is user-friendly and navigable, then there should be clear options available in the navigation for exploring rust prevention options on the homepage itself, or even via a search feature. The user then lands on a services page and see the information and should be able to skim through the page and find the services which would be most relevant to them.
This is where typography will come in handy, being able to find rust prevention options. The visitor is skimming through all the readable and usable information on the services page and understands that he doesn’t have all the understanding of rust prevention to know the difference between all the options available. So, this is where the call-to-action is useful to download an in depth guide. The design of the calls to action can hinder or increase the conversion rate.