Does design affect conversion and readership?
You have articulated your goals, developed high-value topic lists, and agreed on posting frequency. How should you present all this information to the world?
A blog’s design can affect readership and lead generation. Blog navigation should be straightforward, and visitors should be able to read articles easily. Layouts that are confusing and cluttered or copy that is hard to read will not deliver repeat readers or loyal customers. Be attentive to the following layout elements:
1. Fonts: Research on the most readable fonts is mixed, and there is no hard rule about the best fonts for headlines or body copy. In April, the Nielsen Norman Group published the results of a 2022 study on font readability that confirms this. Beyond its central finding that there is no single correct answer about the best online fonts, it found:
- People read their fastest font, an average of 35% faster than their slowest.
- Fonts that performed best for older readers, those over 35 in this study, differed from the best performers for younger readers. If your designers are under 35 and your target audience is over 35, what is suitable for one is not best for the other and vice versa.
- People are not good at picking their easiest-to-read fonts. Subjects read an average of 14% faster in their preferred font than their preferred font.
Don’t panic; however, readability best practices do still exist, which include:
- Set a minimum font size of 18 points.
- Pay attention to the amount of space between lines of text.
- Establish a text hierarchy between headlines, subheadings, and body copy.
- Use consistent link colors and hover effects.
2. Segmentation: Here, I am referring to content segmentation rather than audience segmentation. On average, a visitor will read about a quarter of the copy on any page. Visitors are scanning, and your job is to make scanning easy. You can do this by:
- Limiting paragraphs to one to three sentences
- Breaking up copy with headlines
- Using bulleted lists and images to support main points
3. Image selection: Image selection matters for several reasons. Consistent, quality images support your brand’s personality and culture and can attract potential customers to your aesthetic. Businesses that use imagery consistently will cultivate a recognizable style in any setting.
Creating a mood board is an excellent way to ensure graphics are used consistently. A mood board is a collection of items, including but not limited to photos, that are representative of your brand’s style. You may also consider creating a list of things explicitly not allowed in blog photo choices. Once you have selected images for your posts, continually optimize them for web use, so they don’t slow your page load times.
If you have decided it’s time for you to start a business blog, make an effort to cultivate a blog that enhances and supports your brand. A little time investment can produce outsized results.