When designing your website, or sitting down with a web design company to plan the look-and-feel, be careful how you style the content on your website. Consider:

• White text on a dark background is hard to read for an extended period. Prefer dark text on a light background.
• Small text can be difficult for some people to read, particularly on screens with high resolutions. Prefer a happy medium. Look at other websites that appeal to your target demographic for guidance.
• Large blocks of text can appear daunting. Break it up into smaller chunks, use bullet lists, and add imagery.
• Fancy fonts can look different from one computer to the next. Sans-serif fonts tend to work better on a screen (and serif fonts for print.)

Ask colleagues for first-impression thoughts on the readability of your text, and adjust the style according to their feedback.