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5:5 Limit Prose Text on the Homepage

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5:5 Limit Prose Text on the Homepage

Relative Importance:

Relative Importance rating of 4 out of 5

Strength of Evidence:

Strength of Evidence rating of 3 out of 5

Document Type: Guideline


Page Structure - Homepage


Limit the amount of prose text on the homepage.


The first action of most users is to scan the homepage for link titles and major headings. Requiring users to read large amounts of prose text can slow them considerably, or they may avoid reading it altogether.


  • Bailey, R.W., Koyani, S., & Nall, J. (2000, September 7). Usability testing of several health information Web sites, National Cancer Institute Technical Report. Bethesda, MD.
  • Farkas, D.K. & Farkas, J.B. (2000). Guidelines for designing web navigation. Technical Communication, 47(3), 341-358.
  • Morkes, J. & Nielsen, J. (1998). Applying writing guidelines to Web pages. Retrieved November 2005, from

Good Example:

Clean, prose-free design allows users to quickly discern the primary headings and sub-headings without the distraction of paragraphs of text.


Related Usability Guidelines: