- Use a clear and legible big font (san-serif works best usually) for your body text;
- Use a light, preferably white background, so your text stands out;
- Use carefully crafted short paragraphs and attempt to convey your message in as quick a read as possible. You may link to another page with the details, if required;
- Avoid images if they are not really necessary. Use graphics judiciously – too many of them or an ill-considered one may actually detract from what you are trying to say.
- Place a call to action in the middle and at the end of your blurb – always!
Above all, remember that you are selling (or telling) a story; it is therefore crucial that the right story gets told! Subjective perceptions of ‘good’ design often sway clients of web designers. The logo, the colours, graphics and the background on a web site should, ultimately, work subtly and together – never at the expense of the story that needs to be told’. In my experience web designers and clients end up expending the lion’s share of effort and time in getting the right look or meeting a subjective visual expectation. The Web is a transactional platform and branding is not so much the objective as a closing that sale or generating a lead.
So, contrary to what most people think, the ‘look’ of a site actually does not matter – so long as it is professionally designed to assist the user experience.