University Marketing & Communications

November 13, 2013

Improve your site’s readability

Meg Cressey

The average time users spend on a Web page clocks in at less than one minute. This means that a major challenge for web content creators isn’t just driving users to a page, but keeping them there. Follow these simple steps (courtesy of Mashable) to improve your site’s aesthetic appeal and usability:

1. Be concise. Users want to learn as much as they can as quickly as possible, so use copy that is short and to the point.

2. Incorporate headings to break up long articles. People tend to read in blocks, so dividing the page into natural chunks of information draws users’ eyes across more of the page than a single, longer paragraph would.

3. Utilize visuals. An eye-tracking study conducted by Nielson found that users pay “close attention to photos and other images,” making the inclusion of pictures and other graphics a key component of a user-friendly webpage.