Text as Marketing Means

Questions concerning the layout of flow text on the start page. Please note that these rules should only be applied to the start page; the text layout of the other pages can be more complex.

Understandable texts
Do the sentences of the flow texts not consist of more than 15 words? Texts that are easy to understand consist of short sentences with max. 15 words per sentence.
 
Less words
Could we use less words to formulate the subject of the flow text? The more unnecessary words, the bigger the risk of annoying and tiring the reader. Boring words and formulations cause the reader quickly to leave the web site.
 
Formal layout
Is the perception of the flow text supported by a good formal layout? Paragraphs, emphases, inserted headings and so forth make it easier to quickly read the text. The ideal line length for quick reading: 35 - 45 strokes per line.
 
Concrete words in the flow text
Does the flow text contain concrete words and have abstract words been avoided? Examples of concrete words:

NOUN             ADJECTIVE          VERB

garbage          bitter             to breathe
belly            dual               to bake
diamond          cheeky             to report
elephant         spacious           to burn
kiss             strong             to discover
mother           cool               to find
blancmange       quiet              to feel
dirt             new                to help
clock            square             to produce
volcano          rhythmical         to buy
                 clean              to kiss
                 visible            to laugh
                 sunny              to measure
                 steep              to mix
                 silent             to try
                 soft               to travel
                 spicy              to rust
                 tender             to be silent
                                    to swim
                                    to save
                                    to shine
                                    to dream
                                    to tear up

Examples of abstract words:

NOUN             ADJECTIVE           VERB

recognition      esthetic            to analyze
importance       considerable        to get along
concept          democratic          to document
consciousness    established         to be suitable
dimension        extreme             to correspond
quality          functional          to prove
assessment       heavenly            to calculate
calmness         ideal               to motivate
idea             noble               to be worthwhile
standard         perfect             to transfer
principle        social              to cease
justice          specific            to generalize
tendency         systematic          to proceed
loyalty          total               to presuppose
responsibility   traditional
truth            typical
value            original
time             true
coincidence
future

Source: Meyer-Hentschel, Erfolgreiche Anzeigen, Wiesbaden 1993

Is it easy to read the typeface?
 
If the contrast to the ground is too slight, it is very difficult to read type.

TYPE IS EVEN MORE DIFFICULT TO READ IF SET IN CAPITAL LETTERS.
 
A     t  o  o     b  i  g     s  p  a  c  e     b  e  t  w  e  e  n
t  h  e     s  i  n  g  l  e     l  e  t  t  e  r  s
i  m  p  e  d  e  s     l  e  g  i  b  i  l  i  t  y.
 

 

 
If the target group consists of older people, it would certainly be reasonable to increase the type size because the eyesight of older people often deteriorates. But experience tells me that older people who are interested in computers have set their browsers to their individually preferred type size. It would therefore not only be needless to increase the type size, but it would furthermore unnecessarily maximize the big letters.