Category
Content & Messaging
Saying what you do, who it's for and why — in plain language people can scan in seconds.
10 principles
Scannability
People scan web pages rather than read them — structure content so scanners still get the point.
Read →Plain Language & Readability
Plain, direct language is understood faster and trusted more — jargon and complexity are barriers.
Read →F-Pattern Reading
Readers often scan in an F shape — strong across the top, weaker across a second line, then down the left.
Read →AIDA Model
Effective persuasion moves a visitor through Attention, Interest, Desire, then Action.
Read →Narrative Processing (Story vs. List)
Content structured as a story is processed as if lived, engaging far more of the brain than lists or facts — and is retained longer.
Read →Value Proposition Clarity
A visitor must be able to understand what a site offers, who it's for, and why it's the right choice — within 10 seconds and without working hard to decode it.
Read →Benefit Framing (Outcomes Over Features)
Visitors buy the outcome the product creates, not the product itself — copy that leads with what a user gains beats copy that leads with what a product does.
Read →Line Length (Measure)
Lines of body text that are too wide force the eye to travel too far and lose its place; too narrow breaks reading rhythm. The comfortable range is 45–75 characters per line, with 66 as the widely cited optimum.
Read →Objection Handling
Every visitor arrives with a specific, predictable doubt about whether the product is right for them — the page must address that doubt before the visitor reaches the point of scroll-fatigue or abandonment.
Read →Microcopy & Interface Language
Every label, button, error, tooltip, placeholder, confirmation, and notification is a piece of copy that either builds trust and guides action or creates confusion and erodes it — the language inside a product is part of the design, not an afterthought.
Read →See these principles on your own site
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