- Text and typography must be easy and pleasant to read (that is, they must be legible).
- Content should be easy to understand.
- Content should be skimmable because web users don't read much. Studies show that we only read 28% of the text on a web page in a best-case scenario.
- Use high-contrast text (e.g., black text on a white background).
- Choose an easy-to-read font.
- Sans-serif fonts (e.g., Arial, Verdana) are generally considered more legible on the web than serif fonts (e.g., Times New Roman).
- Use fonts consistently across all modules on all pages.
- 14-16 points is our recommendation for body text to be best read on desktop and mobile.
- Keep content concise.
- Get to the point as quickly as possible.
- Use half the word count or less than conventional writing.
- When chunking information into blocks, focus the bulk of the content on the most important information and position it near the top of the page.
- Break up lengthy content.
- Use headings and subheadings that clearly contrast with the rest of the text (bolder, larger, and so on).
- Use simple and concise headings.
- Use keyword-rich headings to aid skimming.
- Use bulleted or numbered lists when possible.
- Use relevant visuals to break up lengthy content.
- Display the company’s name visibly on the page.
- Use digits rather than writing out numbers.
- Source: 7 Best Practices for Improving Your Website’s Usability.