Nowadays, web design plays an important role in companies that advertise on the Internet. A lot of companies are changing and improving their business managment so they could adapt to the market but also meet the needs of its users. This could be seen in their daily website changes. Every website should have functionally embedded elements such as logo, website navigation, text, images, etc. These elements contribute to the quality, visibility and simplicity of the site when it's being used. For example, a message that is visible on the button can have a significant impact on the navigation throught the site in a way that impacts user's perception of a particular product or service. Also, carefully selected content can transfer the brand's personality easily. In this master thesis the focus is placed on website textual elements that are crucial as a way of communication. The creator should be careful while contemplating and later writing the text, because in that way he can increase user awareness and encourage it to become an active site visitor. It is important to acknowledge that the textual elements do not replace the visual and vice versa, but instead they complement them. The main aim of this master thesis is to research the role of textual elements on a website that would result in improved user experience.