Rules of Use of the Website Materials

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The 11 Golden Rules of Writing Content for Your Website

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To say the Internet is a crowded space is like saying there are a lot of stars in the sky, sand on the beach, or atoms in a cell. According to Internet Live Stats, there are more than 1.9 billion websites in existence, more than 3.5 billion Google searches every day, and roughly 350,000 tweets sent every minute.

Capturing readers’ interests in this exploding digital universe can be immensely challenging. A study from analytics service Chartbeat found that 55 percent of visitors spend 15 seconds or fewer on a webpage.

Good website writing is the key to beating these statistics. Well-written content that’s optimized for the web rises to the top of search results and holds readers’ attention.

Some writing tips apply regardless of whether your prose appears on screen, in print or carved into a pyramid wall. Other tactics are especially relevant for digital scribes. Follow these 11 principles to make sure your website content gets the attention it deserves.

1. Know your audience

It sounds simple, but so many writers put pen to paper—or finger to keyboard—before thinking about who it is they’re trying to reach. Before drafting content, ask yourself these questions: Who is my primary audience? What about a secondary audience who can influence and inform my primary audience? How will they find my site online?

For example, say you’re creating a website for a law firm. Your primary audience might be existing clients. However, your secondary audience is much broader and could include other attorneys, law reporters, or anyone who might need your services in the future. You’ll need to make sure your content is both accessible and interesting to all of these audiences. What kind of questions might these groups ask about a particular topic? Where are they most active online? What kind of information do they need?

Audiences find web content through many different paths—social media sharing, links from other websites, email sharing, and search engine results. That last method is especially important when you write for the web. Text could be extremely well-written and informative, but if it’s not optimized for search engines, chances are few people will find it. Think of your audience again: what search terms would they type into Google? Make sure to include those terms in headlines and sub-headers.

2. Follow the “inverted pyramid” model

Web readers have short attention spans—they’ll decide whether your site has the information they need in seconds. Structure your content like an upside-down pyramid or cone. The most important messages go at the top of the page. Then, gradually drill down to the more specific, supporting information. End with tangential details.

For example, say you’re creating a webpage about a conference. The most pertinent details—a description of the theme, date, and location—would appear at the top of the page. Supporting details like speakers and their lecture topics would follow. The less important information—such as conference organizers, the history of the conference series or a list of related resources—would appear at the bottom of the page.

These two graphs helped guide our own website makeover and can help you conceptualize the structure of your site.

These two graphs can help you conceptualize the structure of your site.

3. Write short, simple sentences

Long sentences are for Charles Dickens—the short attention span of today’s reader demands sentences of 35 words or fewer. And according to, the average American adult reads at a 7th to 9th-grade level. So website content that’s accessible and easy to read will naturally reach a wider audience.

Focus on using nouns and verbs; use adverbs and adjectives sparingly. Don’t use words like “equanimity” or “obfuscate” when words like “calm” or “confuse” will do.

If you’re not sure what grade level you write at (like most of us!) then it’s useful to check how your texts score on readility models.

Most of the popular models are based on the length of words and sentences in a text. Your text’s readability is then scored by a number or an education level. These three tools will scan your text and score its readability:

Can your text be easily understood at a 7th to 9th-grade reading level? Check how it scores on the Flesch-Kincaid Grade Level to find out.

4. Stick to active voice

Use active rather than passive verbs, and specify the subject of the sentence. For example, rather than writing “A coffee was ordered,” write “The man ordered a coffee.” Instead of saying “Products can be ordered on our website,” say “You can order products on our website.”

Active voice helps create succinct, reader-friendly sentences. It’s also more direct; when you speak directly to the audience (“You can do it”) it’s more engaging than saying “It can be done.”

5. Show, don’t tell

Don’t limit your prose to generalities and high-level statements. Specific, real-world examples help readers better understand and visualize your messages. Consider these two descriptions:

This is the best dog toy money can buy.

We made the “Rough Rover” dog toy from durable, 100 percent natural rubber, designed to resist punctures and tears from even the most dedicated of chewers.

Which version gives you a clearer picture of the type of toy you’re buying? Specific details in the second description show readers the dog bone rather than tell them about it.

As an added bonus, more specific, descriptive product information helps your website’s SEO and gives customers the information they need to make those purchases.

We love the product descriptions on Zingerman’s website—they explain in mouthwatering detail why their gourmet foods are the best choice.

We love the product descriptions on Zingerman’s website—they explain in mouthwatering detail why their gourmet foods are the best choice.

6. Nix the jargon

The web is for everyone—not just technical experts. So make sure information is understandable for the educated non-specialist. Spell out acronyms on first reference. Avoid insider language. Explain complex or niche terms. And provide hyperlinks to other articles where readers can get more background information on a particular topic.

Consider this sentence:

The journalist grabbed a SOT from the MOS, drove back to the station and put the story in the can.

Many of these terms are comprehensible only to broadcast journalists. A reader-friendly revision would be:

The journalist interviewed a bystander about the incident, and recorded her statement to include in the story.

This tip is especially important if you work in a technical industry, but want your website to attract non-expert customers. Remember that you need to write for your audience (see point #1) and not for your colleagues. Using accessible language will help you come across as approachable and open—just what you want to convey to future customers.

7. Mix up your word choice

Words are like cookies—we all have our favorites. But when it comes to keeping your visitors interested, variety is key! Word clouds are fun to use and can help you vary your word choice by visualizing which words you use the most. Just copy and paste your text into a free word cloud tool like this one to generate your cloud. The more you use a word, the bigger it will look in your cloud. Have you overused a certain word? Type it into to find new synonyms to enhance your text.

Negative words standing out in your cloud? Now you know exactly what to tweak for a more positive tone. Keep an eye out for your website keywords as well: these should appear several times in your text, so it should be easy to recognize them in a word cloud.

Here’s the exception: keep key terms consistent across your site to avoid confusing your visitors. For example, if you’re a photographer, don’t offer “photoshoots” on one page then call them “photography sessions” on the next.

Make a list of terms that describe your company and group together any words you use to mean the same thing. Pick your top choice and stick to it everywhere on your website. Like this:

Not: photography session, photo appointment, shoot

Do you call your customers clients, patients, or users? Do you refer to services, packages, or plans? Once you have this list, you can use it to review any text before you publish it.

8. Make text scannable

In addition to putting the most important information up top, make sure text is easy to skim. Most web readers will scan the page to find the specific piece of information they’re looking for—if they don’t find it easily, they’ll move on.

Don’t believe it? Try paying attention the next time you open a webpage you haven’t seen before. Are you reading every word beginning to end? Or is your eye jumping around, looking for the information you want?

  • Instead of text-heavy paragraphs, use bulleted or numerical lists. Instead of one long page of text, organize content into labeled tabs.
  • Always include “white space.” This is the empty space that surrounds paragraphs, images, and other elements on your web page. Though it may seem like this is just wasted space, it’s actually a web designer’s best friend. Comfortable amounts of white space around text make it more legible, and more enjoyable to read.

Here’s an example of how to use Headings to break up a page and make it easier to read.

  • It’s also important to divide content into sections with descriptive sub-headers. For example, a webpage about climate change might organize information under the following headings:
    • What Is Climate Change?
    • Drivers of Climate Change
    • Current and Projected Impacts of Climate Change
    • Solutions to Reduce Emissions
    • Learn More

These sub-headers not only help readers navigate the page, they’ll help search engines find your content. On your Jimdo site, just select the text you want to edit, highlight your heading, then hover over the Style options to set your heading size. Use one large (H1) heading at the top of each page, use medium (H2) headings to separate your main content, and use small (H3) headings for any minor points.

9. Incorporate multimedia

Sometimes a picture—or infographic or video—really is worth a thousand words. Research shows that 90 percent of the information transmitted to the human brain is visual, and people process visual information 60,000 times faster than text. An easy-to-read chart or graph can also do a better job of explaining a complex topic than text alone. If you’re not a graphic designer by trade, there are lots of ways to use visuals on your website and some great services out there to help you make graphics yourself, like Canva and Piktochart.

Images also help break up text, making your page easier to read. We recommend having at least one image on each page of your website.

10. Layer website content

The great thing about a website is that it’s easy to direct readers from one page to another. Help readers find more great content by hyperlinking certain words or phrases to other relevant resources, especially those on your own website. This will help keep people engaged with your content and moving through your site.

For example, say this sentence appeared on your cooking website: Ratatouille is a low-fat dish that consists of seasonal ingredients like eggplant, squash, and tomatoes. You could hyperlink “low-fat dish” to a page with other blog posts on healthy eating.

Building these internal links within your own site also helps your SEO, but keep in mind that links should always be relevant and helpful. Visually, if you overload your text with links, people won’t know what to click on. Google recommends keeping the amount of hyperlinks on a page to a “reasonable number.”

Here’s an example of what a call-to-action button can look like on your website.

11. Leave them wanting more

Here’s an example of what a call-to-action button can look like on your website.

Good websites end each page with a strong call-to-action (or CTA for short). With Jimdo, you can too—with easy-to-customize buttons on your website. Is there a person a reader should contact for more information? An interesting video they should watch? How about a related blog post they can read or a report they can download? This strategy helps direct readers to other areas of your website and encourages them to promote your content to their friends and family.

Keep these calls-to-action succinct, and start them with action verbs like “Download,” “Share,” “Join,” “Sign Up,” “Learn More” or “Watch.” And of course, make sure to include a hyperlink that actually allows readers to fulfill the action you’re asking them to take.

Writing, in general, is hard work—writing content for your website, even more so. But remember, you don’t need to write perfect texts first time around! Once your content is live, you can do monthly website checks to monitor and optimize its performance. With these tips, you’re prepared to create effective content that resonates with even the most flighty and time-pressed of internet readers.

And once your content is written, read this checklist for designing easy-to-read text on your site.

Terms of Use
ARTinvestment.RU 11 апреля 2008


Carefully read the text of the Treaty. It contains binding rules and conditions that You agree to comply with in the case of use of the website ARTinvestment.RU and posted on the database.

the text of the Treaty can be changed over time at the discretion of the owner and in connection with the change in the current legislation of the Russian Federation, so users should periodically check the date of the current version of the agreement. Current edition is posted on the website at the time it is the user.

once You become a registered user of the site, You agree without exception to the terms and conditions of use listed in the current edition of the Treaty, and are responsible in case of infringement of intellectual property rights of rights holders represented on the site works in accordance with the current legislation of the Russian Federation.

the Person who does not accept the conditions below, the contract has no right to use the site and its content.

You have no right to use the site without registering, as all content posted herein are intended solely for personal (non-commercial) purposes.

Contract of adhesion

this contract is concluded between the licensor and the User of the site ARTinvestment.RU and is a contract of adhesion. The beginning of the use of this site constitutes acceptance of the user at the conclusion of this agreement.

At the conclusion of the contract the parties proceed from the fact that the copyright holder has the exclusive right to the site and its content as the result of intellectual activity; is entitled to use at its discretion any not illegal; can allow or prohibit other persons using the website and its content in the amount of rights granted to them.

Other persons may not use the website materials without consent of the owner and determine the amount of permitted use.

the Use of the website materials without consent of the owner or to the extent not granted by the copyright holder is illegal and punishable under the legislation of the Russian Federation.

Starting work with this site, the user agrees to the processing of personal data in accordance with the law N 152-ФЗ «On personal data» and «the Policy of ZAO «safe» in relation to the processing of personal data». If the user does not agree with this condition, it must stop using the website, close the page and leave the site.

1. The terms used in the contract

Website — placed in the computer of the Internet, duly registered web-сайт address ARTinvestment.RU.

the Contents of the site, site content, site materials — the texts of articles, reviews, review, the database contained in them informational materials, graphics and colour images, symbols, photos, reproductions and other works that are the objects of copyright according to the law.

database (DB) — is presented in the form of comprehensive software collection of independent, itemized the materials,contains information about artists ‘ biographies, their published and published works, with attribution, statistical and other information about the public transactions in relation to these works, analytical and other information. Materials systematized in such a way that they could be found and processed by computer.

the holder — a person who has registered a website ARTinvestment.RU, the holder of the exclusive rights to the site and all its contents as to the result of intellectual activities that have a statutory right to dispose of the exclusive right, which may at his discretion permit or prohibit other persons the use of the site and its content as the result of intellectual activity.

User — a person who has accepted conditions of the contract with the owner and received on the basis of the non-exclusive right to use the website and its content for personal purposes.

2. Intellectual property rights

2.1. Exclusive copyrights to all programs, technology, concepts developed for the creation and operation of the site ARTinvestment.RU on design, including some elements of design, images, content (articles, analytical reviews, information and text content databases) belong to the copyright holder.

When using the site materials authorized by the copyright owner follows the link to the website ARTinvestment.RU mandatory.

2.2. The holder has also the exclusive right of the manufacturer (part 4 of article 1334 of the civil code) and compiler (selection and arrangement of materials, part 4 of article 1260 of the civil code) in relation to the published on the website of the database.

As the manufacturer database right has the exclusive right to extract from the database of materials and carry out their subsequent use in any form and by any means.

Nobody has the right to extract from the database of materials and carry out their subsequent use without the permission of the copyright holder.

the Exclusive right of the copyright holder as the manufacturer database is recognized and valid regardless of the existence and operation of the copyright rights of others to compile a database works.

2.3. In compiling the database, the right holder were guided by article 29 paragraph 4 of the Constitution that everyone has the right freely to seek, receive, transmit, produce and disseminate information by any legal way.

2.4. The Treaty of accession of the possessor of rights were guided by article 1273, 1274, 1291 part 4 of the civil code in terms of amount of usage represented in the database of information in order to protect copyright holders on the materials constituting the content of the site, and established by law the right of personal use of works (published and lawfully published) by citizens (individuals) to the extent permitted by applicable law, as well as citizens and organizations in the information, scientific, educational or cultural purposes.

3. User Rights

3.1. The user may use the site only within those rights and those ways provided by this contract (see section 3.2). Right to use website materials, not expressly stated in this contract shall not be considered granted to the User.

3.2.The user has the right:

  • to use the site for personal purposes not related to commercial activity;
  • to extract information from the database for personal use: free private viewing in the family circle, a temporary copy is for personal use them by;
  • , provided acknowledgement of the source (database ARTinvestment.RU) allowed: quotation, justifiable scientific, educational, cultural nature of the work in reviews, articles scientific, cultural-просветительской and training topics;
  • is a free to use site materials for informational, scientific, educational or cultural purposes, namely:

  • to quote the original and in translation for scientific, polemic, critical or informational purposes exclusive news from the site, to the extent justified by the purpose of citing, including reproduction of excerpts published on the website articles in the form of related media, citing a source
  • to use the website texts and excerpts from them as illustrations in editions, [email protected] and television programs, of [email protected] video — and training character in volume, justified by the intended purpose,
  • freely, with the name of the author of the material and the link to the site reproduction in a single copy without profit extraction of text content in the form of separate articles and reports by libraries and archives at the request of citizens for educational or scientific purposes, as well as educational institutions for classroom.

3.3. The user shall not:

  • to reproduce what-либо of the materials that make up the content of the site, that is, to produce one or more copies of any of the website materials in whole or in part (whether images, articles, database and other) in any material form, including in shape [email protected] or video. The product record on the electronic carrier, including record in a computer memory, also is considered reproduction, except when such recording is temporary and constitutes an inseparable and essential part of a technological process having the sole purpose lawful use of recording or lawful bringing of a work to the public;
  • to distribute components of the site works (originals, copies, copies), by sale or other disposition;
  • to produce a public display of website content that is, any demonstration directly on the screen using film, slides, television pictures or other technical means, and also demonstration of separate frames of audiovisual work without observance of their sequence directly or via technical means in a place opened for free visiting, or in a place where there is a significant number of persons not belonging to ordinary family circle, irrespective of whether the product is perceived in the place of its demonstration or in another place simultaneously with the demonstration of products;
  • to translate or otherwise process the content of the site. This processing refers to the creation of a derivative work (processing, etc.), reproduction and editing of images, processing and editing of texts andother intervention materials are subject to copyright. Under the processing of databases refers to any change, including translation from one language to another, with the exception of adaptation, i.e., changes implemented solely for the purpose of functioning of the database for a specific technical means of the user or under control of concrete programs user;
  • to inform the contents of the site in the broadcast or cable;
  • to bring the materials on the website (in any amount) to the public so so any person can access them from any place and at any time by choice;
  • play posted on the website database — as a whole, and parts.

4. the copyright holder reserves the right to change the terms of this agreement at its sole discretion unilaterally and to make changes in accordance with the requirements of the legislation of the Russian Federation.

5. No copyright for what-либо the material on this site is transferred to the contract.

6. When using the website, the User guarantees the observance of the exclusive rights of the copyright owner on the site and its materials are subject to copyright of third parties provided to the right holder rights to use their materials, as well as the rights of authors whose works are posted on the website.

7. the Agreement shall enter into force from the date of use of the website and is valid for the period of its use by the User.

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