{"id":35037,"date":"2019-12-05T21:47:00","date_gmt":"2019-12-05T16:17:00","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=35037"},"modified":"2025-12-12T15:46:05","modified_gmt":"2025-12-12T10:16:05","slug":"website-copy-readability","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/website-copy-readability\/","title":{"rendered":"How to Improve Website Readability? 7 Ways for 2026"},"content":{"rendered":"\n<p>Buyers are curious. <strong>If they don\u2019t find the information on your website that helps them make a decision, there is a 0% chance they will convert!&nbsp;<\/strong><\/p>\n\n\n\n<p>Writing an engaging copy to influence your prospects and eventually convert them into customers is a challenging but rewarding task. ADT, a Tyco International company, experienced this when it saw a <a href=\"https:\/\/vwo.com\/success-stories\/adt\/\">60% increase in conversion rate<\/a> by changing the copy of its CTA.&nbsp;<\/p>\n\n\n\n<p>If you observe your visitors dropping off as soon as they land on your website, chances are your content is not helping them. It could be a poorly worded copy or could be lacking detailed information.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/website-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Website Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\n<p>As a business, you must strive not only to write engaging and palatable content for your website but also <a href=\"https:\/\/vwo.com\/platform\/\">to consistently optimize it for better conversions<\/a>.&nbsp;<\/p>\n\n\n\n<p>Before we look at how to arm a website with a truly readable copy that converts, let\u2019s look at the concept in more detail.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"What is readability really?\" id=\"what-is-readability-really\" data-menu-id=\"what-is-readability-really\" style=\"text-align:left\"><strong>What is readability really?<\/strong><\/h2>\n\n<p><span style=\"font-weight: 400\">Website readability is the measure of the ease with which your website visitors interact with your site\u2019s content. According to a <\/span><a href=\"https:\/\/www.nngroup.com\/articles\/legibility-readability-comprehension\/\"><span style=\"font-weight: 400\">study<\/span><\/a><span style=\"font-weight: 400\">, the three key barriers to writing effective web copy are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Legibility: <\/span><i><span style=\"font-weight: 400\">Clarity of visual design and typography.<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Readability: <\/span><i><span style=\"font-weight: 400\">Complexity of words and sentence structure.<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Comprehension: <\/span><i><span style=\"font-weight: 400\">Ease of understanding the text and drawing valid conclusions.<\/span><\/i><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">It\u2019s safe to say that readability, as understood by most, assumes the roles of legibility as well as comprehension. To avoid ambiguity, we\u2019ll be using the term \u2018website readability\u2019 when we talk about this overarching meaning and simply \u2018readability\u2019 when we refer to \u2018complexity of words and sentence structure\u2019 in the copy.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Read on for seven ways to improve the readability of your copy for conversions:<\/span><\/p>\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#1 Be quick in making your point\" id=\"1-be-quick-in-making-your-point\" data-menu-id=\"1-be-quick-in-making-your-point\" style=\"text-align:left\">#1 Be quick in making your point<\/h2>\n\n<p><span style=\"font-weight: 400\">As scanners begin to read your copy, they do a quick <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Cost%E2%80%93benefit_analysis\"><span style=\"font-weight: 400\">cost and benefit analysis<\/span><\/a><span style=\"font-weight: 400\"> in their heads:<\/span><\/p>\n<p><b>Cost<\/b><span style=\"font-weight: 400\">: How much time and effort would it take to read this web page?<\/span><\/p>\n<p><b>Benefit<\/b><span style=\"font-weight: 400\">: What useful information\/solution will I extract from this web page?<\/span><\/p>\n<p><span style=\"font-weight: 400\">If the perceived benefit outweighs the perceived cost, they will read. How do you ensure that happens really quickly?<\/span><\/p>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Identify your target audience\" id=\"identify-your-target-audience\" data-menu-id=\"identify-your-target-audience\" style=\"text-align:left\"><strong><strong>Identify your target audience<\/strong><\/strong><\/h3>\n\n<p><span style=\"font-weight: 400\">You love your writing style! But that does not mean that your audience is going to get that well-curated content piece right and would love it too. Understanding the readability level of your target audience is the primary exercise that you must do before putting your pen to paper.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">You can utilize tools like <\/span><a href=\"https:\/\/vwo.com\/insights\/\"><span style=\"font-weight: 400\">VWO insights to understand your visitors\u2019 behavior and figure out the target audience<\/span><\/a><span style=\"font-weight: 400\">, who could be your prospective customers.<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"1932\" height=\"252\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png\" alt=\"Vwo Insights Banner 1\" class=\"wp-image-56052\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png 1932w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/VWO-Insights-banner-1.png?tr=w-375 375w\" sizes=\"(max-width: 1932px) 100vw, 1932px\" \/><\/a><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"APP method \u2013 agree, problem, preview\" id=\"app-method-agree-problem-preview\" data-menu-id=\"app-method-agree-problem-preview\" style=\"text-align:left\"><strong><strong>APP method \u2013 agree, problem, preview<\/strong><\/strong><\/h3>\n\n<p><span style=\"font-weight: 400\">For business blogs and other content-heavy pages, a tried and tested method of copywriting is using the APP method. The beginning of a post is dedicated to getting users to \u2018agree\u2019 on a common worldview. Once the reader agrees with it, the handshake is made. Then, go on to state the problem and make a promise to solve it. This is where the user is assured of the value of the post. Once you\u2019ve roped the user in, present a preview of the solution and how it will change things for the better. Brian Dean admits to using this style extensively for Backlinko for a super four minutes and four seconds average time on page.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Although this method is widely popular among copywriters, the best practice is to write a copy that is aligned with a business goal, which could be engagement on the page, subscriptions, driving MQLs, etc., and then <\/span><a href=\"https:\/\/vwo.com\/testing\/ab-testing\/\"><span style=\"font-weight: 400\">A\/B test it to measure the success<\/span><\/a><span style=\"font-weight: 400\"> of your efforts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">For example, VWO\u2019s Visual Editor generates copy recommendations that are integrated with Open AI\u2019s GPT-3.5 Turbo API. It enables you to save time on thinking to create a copy while you run an A\/B test or deploy a change in your variation.<\/span><\/p>\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png\" alt=\"Blog Banner Free trial\" class=\"wp-image-59237\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021-Copy.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Inverted pyramid copywriting\" id=\"inverted-pyramid-copywriting\" data-menu-id=\"inverted-pyramid-copywriting\" style=\"text-align:left\"><strong><strong>Inverted pyramid copywriting<\/strong><\/strong><\/h3>\n\n\n<p>One way is to make your point right up to explain the specifics and why users should believe you. This <a href=\"https:\/\/www.ivoryresearch.com\/essay-writing-services\/\" target=\"_blank\" rel=\"noreferrer noopener\">way of copywriting<\/a> is called the inverted pyramid style. It helps users easily scan the main points and decide if they want to go into the details. Further, use contextual headings, subheadings, and keywords in bold so that the user can scan what you are offering. Here\u2019s an example from Apple.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"863\" height=\"271\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/backlit.jpg\" alt=\"promotional banner of a backlit keyboard from Apple\" class=\"wp-image-47767\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/backlit.jpg 863w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/backlit.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/backlit.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/backlit.jpg?tr=w-375 375w\" sizes=\"(max-width: 863px) 100vw, 863px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/neilpatel.com\/blog\/persuasive-web-content\/\">neilpatel<\/a><\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#2 Assess readability quantitatively\" id=\"2-assess-readability-quantitatively\" data-menu-id=\"2-assess-readability-quantitatively\" style=\"text-align:left\"><strong>#2 Assess readability quantitatively<\/strong><\/h2>\n\n<p><span style=\"font-weight: 400\">Let\u2019s face it. It\u2019s not easy to objectively judge how \u2018readable\u2019 a text is. But there are standardized tools that help you objectively compare versions of a copy. They calculate the complexity of words and sentence structure. Most tests provide you with either a numerical score or a grade level that determines how easy\/difficult it is to read your copy.<\/span><\/p>\n<p><span style=\"font-weight: 400\">For tests that provide a numerical score, the tests themselves recommend an optimum score. For tests that provide a grade level, the optimum grade level is the average reading grade level of the audience you are targeting.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the US, the average is seventh to eighth-grade level. This means that most people are comfortable reading text that is understood by 11 to 13-year-olds.<\/span><\/p>\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#3 Use words that your users understand\" id=\"3-use-words-that-your-users-understand\" data-menu-id=\"3-use-words-that-your-users-understand\" style=\"text-align:left\"><strong>#3 Use words that your users understand<\/strong><\/h2>\n\n\n<p>Users get comfortable with your writing when you filter out jargon and trim down on fancy vocabulary. Using words that users can relate to is the key. Readability tests such as Dale-Chall use a list of familiar words to gauge readability.<\/p>\n\n\n\n<p>However, in order to use words that your user is familiar with, you have to be familiar with your reader first. Give a little thought to the audience you are writing for, and try to keep your copy in sync with their cultural and educational background. You can get some understanding of interaction with some words by looking at clickmaps.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#4 Measure users' comprehension\" id=\"4-measure-users-comprehension\" data-menu-id=\"4-measure-users-comprehension\" style=\"text-align:left\"><strong>#4 Measure users&#8217; comprehension<\/strong><\/h2>\n\n\n<p>Consider the following sentences:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>He waved his hands<\/li>\n\n\n\n<li>He waived his rights<\/li>\n<\/ul>\n\n\n\n<p>Both sentences score well on readability tests. Both are short sentences employing short words. While everyone might understand the first sentence, the second sentence has bigger implications that might require a law degree to fully comprehend!<\/p>\n\n\n\n<p>This is why it is important to make sure that your copy is readable and understandable.<\/p>\n\n\n\n<p>You can test how familiar and comprehensible your copy is to the reader using a Cloze Test.<\/p>\n\n\n\n<p>In the Cloze test, readers are provided with a block of text with every fifth or sixth word blanked out. Users are then asked to fill those blanks as best as they can. The number of blanks they are able to fill with the right words is their score. If <a href=\"https:\/\/wisemerchant.com\/ecommerce\/write-great-product-descriptions\/\">users get 60% or more<\/a> right you can be fairly certain the text is comprehensible. For instance, consider this example below taken from BBC\u2019s terms of use for its online services.<\/p>\n\n\n\n<p><strong><em>3.2.2 If you do not 1)____ a valid television licence<\/em><\/strong> you may not watch 2) __________ programmes using BBC Online 3)________ on any device (including 4) ______ phones, \u201csmart\u201d phones or 5) _______, laptops, tablets and personal 6) _________) at the same time ( 7) __ virtually the same time) 8) __ the programmes are being 9) _________, simulcast or otherwise made 10) _________ (by the BBC on 11) __________, unless you have a 12) _____ television licence. For more 13) ___________ on this requirement please 14) ___ the Frequently Asked Questions 15) __ you can contact TV 16) _________ by calling 0870 241 5590 or by visiting www.tvlicensing.co.uk.<\/p>\n\n\n\n<p>It is important to understand that the Cloze Test is not an alternative to the readability test. Instead, it involves feedback and participation from the readers and measures their reading comprehension, not just how \u2018readable\u2019 a block of text is.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/website-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Website Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#5 Pay attention to typography for better legibility\" id=\"5-pay-attention-to-typography-for-better-legibility\" data-menu-id=\"5-pay-attention-to-typography-for-better-legibility\" style=\"text-align:left\"><strong>#5 Pay attention to typography for better legibility<\/strong><\/h2>\n\n\n<p>Copywriters and content specialists cannot do much about visual design. <a href=\"https:\/\/vwo.com\/blog\/crap-design-principles\/\">The C.R.A.P design principle<\/a> can help you consistently deliver effective design to improve the legibility of your copy.<\/p>\n\n\n\n<p>Use contrasting texts and text hierarchy. The text color should appear distinct from the background. Use headings and subheadings and bullet points to make the copy structured and organized. Shorter sentences and new paragraphs every 3-4 lines would also give your readers some breathing space\u2014it might hook them till the end.&nbsp;<\/p>\n\n\n\n<p>Smashing Magazine recommends either 16 pixels or more for users to read from a comfortable distance of 28 inches from the screen.<\/p>\n\n\n\n<p>Choosing the right typeface is important. Sans Serif fonts are relatively cleaner than Serif fonts. The primary goal is legibility. If you are using Serif fonts, don\u2019t use them simply for aesthetics; use the ones that don\u2019t challenge website readability.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"785\" height=\"364\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/heatmap-1.jpg\" alt=\"tracking eye movement to highlight F reading pattern\" class=\"wp-image-47768\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/heatmap-1.jpg 785w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/heatmap-1.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/heatmap-1.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/heatmap-1.jpg?tr=w-375 375w\" sizes=\"(max-width: 785px) 100vw, 785px\" \/><figcaption class=\"wp-element-caption\">Tracking eye movement shows the F reading pattern <br>Image source: <a href=\"https:\/\/uxplanet.org\/f-shaped-pattern-for-reading-content-80af79cd3394\">UX Planet<\/a><\/figcaption><\/figure>\n\n\n\n<p>While <a href=\"https:\/\/vwo.com\/blog\/eye-tracking-website-optimization\/\">eye tracking<\/a> is an expensive technology typically employed through specialist agencies, <a href=\"https:\/\/vwo.com\/insights\/heatmaps\/\">click data <\/a>is a promising, cost-effective arelevantive to understand visitor behavior. You can observe patterns in click data similar to eye-tracking data. The volume of data available of clicks will be, however, less than that of eye tracking.<\/p>\n\n\n\n<p>Readable sentence length goes on decreasing as we go down the page. In addition to mental fatigue and short attention spans, it is physical fatigue as well. The optimum range for sentence length is about 45 to 75 characters. If the sentence is too wide, the user may not be able to focus from beginning to end. If it is too short, the user may read the same words twice (doubling).<\/p>\n\n\n\n<p>Scanning through text becomes easy with optimum sentence length and height. It also makes reading less strenuous for the human eye.<\/p>\n\n\n\n<p>Responsive web design takes care of adapting sentence length to different device screens. You need not worry about fixing sentence length with different screen sizes.&nbsp;<\/p>\n\n\n\n<p>Also, you must avoid smaller fonts as larger fonts are easier to read. Font size should ideally be between 14 px and 16 px.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#6 Make your copy and concept stick to the reader\" id=\"6-make-your-copy-and-concept-stick-to-the-reader\" data-menu-id=\"6-make-your-copy-and-concept-stick-to-the-reader\" style=\"text-align:left\"><strong><strong>#6 Make your copy and concept stick to the reader<\/strong><\/strong><\/h2>\n\n\n<p><span style=\"font-weight: 400\">Tap the power of copy to influence your visitors to convert.<\/span><span style=\"font-weight: 400\"> You can only do so if your visitor can comprehend your copy and you are able to make a lasting impression. An impression helps in recall and conclusion of the desired action. That\u2019s the intended consequence of copy.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Dan and Chip Heath summarise conveying impressionable ideas in <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Made_to_Stick\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">six principles <\/span><\/a><span style=\"font-weight: 400\">in their book \u2018Made to Stick\u2019.<\/span><\/p>\n\n\n\n<p><b>The six principles are (SUCCES) :<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Simplicity<\/b><span style=\"font-weight: 400\">: Avoid complexity in the language and structure.<\/span><\/li>\n\n\n\n<li><b>Unexpectedness<\/b><span style=\"font-weight: 400\">: Make your copy interesting by making it surprising. Surprises could be interesting bits of information or surprising data, relevant fun facts, and examples to illustrate.<\/span><\/li>\n\n\n\n<li><b>Concreteness<\/b><span style=\"font-weight: 400\">: Be specific with numbers. Use stats and figures. Don\u2019t use vague adjectives and long paragraphs. Listicles are popular for the same reason.<\/span><\/li>\n\n\n\n<li><b>Credibility<\/b><span style=\"font-weight: 400\">: Data points and numbers are instinctive to grasp on, says Dan Heath. The user remembers them more. They also make your copy more credible.<\/span><\/li>\n\n\n\n<li><b>Emotion<\/b><span style=\"font-weight: 400\">: Using emotion in your copy is to make it relatable \u2013 if readers relate, they remember. But be aware of the dangers of overstating a point.<\/span><\/li>\n\n\n\n<li><b style=\"font-size: revert;color: initial;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\">Story<\/b><span style=\"font-weight: 400\">: Do you remember what happened to Peter Pan? Thumbelina? Pinnochio? Because they are stories. Stories stick to users. See how J. Peterman weaves a story into their product descriptions. Go ahead, swoon.<\/span><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"489\" height=\"505\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/skirt_jpeterman.png\" alt=\"screenshot from the Women in Love online brand\" class=\"wp-image-47730\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/skirt_jpeterman.png 489w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/skirt_jpeterman.png?tr=w-375 375w\" sizes=\"(max-width: 489px) 100vw, 489px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/wisemerchant.com\/ecommerce\/write-great-product-descriptions\">WiseMerchant<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Adding emotion and stories is subjective from copy to copy. Emotional copies may not go down well when a rational approach is needed. Use these elements with caution.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png\" alt=\"Blog Banner Free Trial\" class=\"wp-image-59235\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Blog-Banner_How-to-Improve-Website-Readability_-7-Ways-for-2021.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"#7 Use images to drive attention to copy\" id=\"7-use-images-to-drive-attention-to-copy\" data-menu-id=\"7-use-images-to-drive-attention-to-copy\" style=\"text-align:left\"><strong>#7 Use images to drive attention to copy<\/strong><\/h2>\n\n<p><span style=\"font-weight: 400\">It is no secret that relevant images serve the purpose of storytelling and emotional appeal. We discussed both these elements in the six principles that make users stick to your copy.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But did you know that images can be used effectively to shift the user\u2019s attention to the copy on web pages? Here\u2019s an example everyone\u2019s seen:<\/span><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"381\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Baby-web-readability.jpeg\" alt=\"heatmap of the fixation of the baby's attention on text\" class=\"wp-image-47727\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Baby-web-readability.jpeg 840w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Baby-web-readability.jpeg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Baby-web-readability.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Baby-web-readability.jpeg?tr=w-375 375w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><figcaption class=\"wp-element-caption\"><br>Image source: <a href=\"https:\/\/www.neurosciencemarketing.com\/blog\/articles\/baby-heat-maps.htm\">Neurosciencemarketing<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n<p><span style=\"font-weight: 400\">The baby\u2019s gaze in the image got more attention to the copy<\/span><\/p>\n<p><span style=\"font-weight: 400\">Users follow the baby\u2019s gaze and their attention shifts to the copy, as the red spots on the <\/span><a href=\"https:\/\/vwo.com\/website-heatmap\/\"><span style=\"font-weight: 400\">heatmaps<\/span><\/a><span style=\"font-weight: 400\"> indicate.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Not just images, image captions are scannable elements as well. They are read 50% more than the rest of the copy and have a recall rate of almost 100%. Write your captions to capture interest just as you write headlines to woo the reader.<\/span><\/p>\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\"><strong>Conclusion<\/strong><\/h2>\n\n<p><span style=\"font-weight: 400\">A readable copy helps the reader extract its purpose easily and effectively. You can also <\/span><a href=\"https:\/\/vwo.com\/blog\/ab-testing-gpt-3-5-turbo-ai\/\"><span style=\"font-weight: 400\">leverage the power of GPT-3.5 Turbo in copy-driven optimization<\/span><\/a><span style=\"font-weight: 400\"> to run better and faster experiments for improved conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400\">On the bright side, not all copies go unread.<\/span><\/p>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Banner-How-to-Improve-Website-Readability_-7-Ways-for-2021-1024x536.png\" alt=\"Banner Free Trial\" class=\"wp-image-59239\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Banner-How-to-Improve-Website-Readability_-7-Ways-for-2021-1024x536.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Banner-How-to-Improve-Website-Readability_-7-Ways-for-2021-1024x536.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Banner-How-to-Improve-Website-Readability_-7-Ways-for-2021-1024x536.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Banner-How-to-Improve-Website-Readability_-7-Ways-for-2021-1024x536.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"FAQs on Website Readability\" id=\"faqs-on-website-readability\" data-menu-id=\"faqs-on-website-readability\" style=\"text-align:left\">FAQs on Website Readability<\/h2>\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1580329137685\"><strong class=\"schema-faq-question\">What do you mean by readability? <\/strong> <p class=\"schema-faq-answer\">Readability is the ease with which a reader can understand a written text. The readability of a particular text depends on content (for example, the complexity of its vocabulary and syntax) and typography (for example, its font size, line height, and line length).<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1580329152295\"><strong class=\"schema-faq-question\">How can I improve the readability of my website? <\/strong> <p class=\"schema-faq-answer\">Some of the ways that you can improve the readibility of your website are being quick in making your point, using words that your users understand, and using images to drive attention to copy.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>According to past research published\u00a0by Nielsen Norman Group, 79% users scan any new page they come across and only 16% read word by word. The same holds true today, with users finding time to read only 28% of the copy on an average visit.<\/p>\n","protected":false},"author":373,"featured_media":56226,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":11,"footnotes":""},"categories":[1865],"tags":[],"feature":[10526,1858],"industry-type":[],"product":[10627,10626],"role":[10640],"region":[],"class_list":["post-35037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-website-optimization","feature-experimentation-platform","feature-website-heatmap"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Ways To Improve Website Readability in 2026 | VWO<\/title>\n<meta name=\"description\" content=\"A list of seven easy ways for 2026 on improving the readability of your website copy. 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Besides work, you can find me reading fiction and, at times, metamorphosing into an artist through some discerning sorcery, which leads me to maintain an art and poetry blog on Instagram. Towards an innate linguistic inclination, I am currently looking forward to learning Persian to read and understand layers of the 14th-century Iranian poet Hafez's work\u2014one of my most treasured literary possessions.","sameAs":["https:\/\/www.linkedin.com\/in\/nidazehra\/"],"url":"https:\/\/vwo.com\/blog\/author\/nidazehra\/"},{"@type":"Question","@id":"https:\/\/vwo.com\/blog\/website-copy-readability\/#faq-question-1580329137685","position":1,"url":"https:\/\/vwo.com\/blog\/website-copy-readability\/#faq-question-1580329137685","name":"What do you mean by readability?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Readability is the ease with which a reader can understand a written text. The readability of a particular text depends on content (for example, the complexity of its vocabulary and syntax) and typography (for example, its font size, line height, and line length).","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/vwo.com\/blog\/website-copy-readability\/#faq-question-1580329152295","position":2,"url":"https:\/\/vwo.com\/blog\/website-copy-readability\/#faq-question-1580329152295","name":"How can I improve the readability of my website?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Some of the ways that you can improve the readibility of your website are being quick in making your point, using words that your users understand, and using images to drive attention to copy.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/35037","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/users\/373"}],"replies":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/comments?post=35037"}],"version-history":[{"count":131,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/35037\/revisions"}],"predecessor-version":[{"id":103636,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/35037\/revisions\/103636"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media\/56226"}],"wp:attachment":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media?parent=35037"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/categories?post=35037"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/tags?post=35037"},{"taxonomy":"feature","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/feature?post=35037"},{"taxonomy":"industry-type","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/industry-type?post=35037"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/product?post=35037"},{"taxonomy":"role","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/role?post=35037"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/region?post=35037"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}