Why this is important: Great content can get lost if it's not easy to read thrown into an otherwise cluttered page. Ensuring that your content fits visually into the site is just as important as having good content to begin with. If you want the sales message to get across, your visitors will need to read it.

What to look for:

• Short paragraphs: Keep paragraphs relatively short. No more than seven lines each.
• Uses sub-headings: Break content up using headings and sub-headings as warranted.
• Uses bulleted lists: Use bulleted lists wherever possible to break up monotony of the text.
• Calls to action on all pages: Make sure each page has a distinct call to action, both visually and textually. These can be littered throughout the content.
• Good contrast: Make sure content can easily be read, contrasting well with the background color or image used. Keep images in content unobtrusive.
• No overly small text for body: Font size should not be too small. No less than 10pt but bigger is better.
• No overly small text for headings: Headings and sub-heads should be visually bigger than the rest of the body content.
• Skimmable and scannable: Text should be very easy to skim read and scan for important/interesting bits of information.
• Keep link options in close proximity: If you link to something referenced in the copy, keep the link in very close proximity to the reference.