On the other hand, if you want users to stay with you, make your Web pages friendly and easy to follow by breaking up the copy. Use frequent headlines and bulleted lists. Write short words, short sentences and short paragraphs. Be discerning about the use of graphic design, artwork, and Web magic. Make sure that your design and visuals support the marketing purpose of the site.
Poor design can interfere with the direct response process.
For example, you may have written a killer headline. But if you display that headline in brown lettering on a dark green background, it will be hard to read. It's possible that beautiful pictures, background images, sound or video, or a Java applet will enhance the selling power of your message. Test the Results Work out a way to measure the response to your Web presentation and to test the effectiveness of various elements of the site. Objective testing and measurement tell you what works.