Last week, our client Blackwood Engineering asked us to take a look at the copy on their website before it launched. They wanted to make sure that it it made sense and was easy to read on the web.
Blackwood supply cast iron counterweights to clients all around the world. It’s a fairly niche market and counterweights are not something you’ll ring up and order 5 of.
Whilst the subject matter was fairly technical, it needed to easy to read, especially if English isn’t your first language.
The copy they had written was clear and informatative, but wasn’t that easy to read on screen, so we used the following 4 techniques to make it easier to read
This not only draws the eye to key elements, but also makes it clear to the user what other information is available on the page
2. Turn Paragraphs into Bullets
Where a paragraph contained a long list, we turned this into a bullet point to make it easier to read
3. Create Bold Headings
This does two things. Breaks up the text and draws the eye to the key elements on the page
4. Reduced the paragraphs to 4 lines
A little known online copywriting trick is ensure that no paragraph on a web page is more than 4 lines (not sentences). It helps to break up the page and again makes it easier to read.
Click on the image below to see the before and after images
If you’d like us to take a look at the copy on your website, please call us on 0207 993 5482 or contact us.