Layout and typography are the way you arrange and present your web content's elements, such as text, images, graphics, or white space. To optimize your layout and typography for action and urgency, follow these five guidelines: use hierarchy, alignment, balance, contrast, and readability. Use hierarchy to organize your web content's elements according to their importance and relevance, such as using larger fonts, bolder colors, or more prominent positions for your main points. Use alignment to create a sense of order and harmony among your web content's elements, such as using grids, margins, or columns to align them vertically or horizontally. Use balance to create a sense of stability and symmetry among your web content's elements, such as using equal weights, sizes, or distances among them. Use contrast to create a sense of distinction and emphasis among your web content's elements, such as using different colors, shapes, or textures to make them stand out. Use readability to make your web content's elements easy to scan and understand, such as using clear fonts, simple language, short sentences, or bullet points.