In a world of too little time and too much information, tight, well-written Web copy can be a true competitive advantage. Consider these four tips for making your Web content work harder.
- Think “Apple”—and simplify, simplify, simplify. Less really is more, so strive to cut paragraphs in half, reducing them to the most important idea.
- Make all your key points in headlines, subheads, captions and sidebars. Because they are both directional signs pointing the readers to the messages they care about and easy-access content, write these last—after you decide what are the most important points to convey.
- Connect the dots. Don’t assume that a reader will take something to its logical end if it’s not obvious.
- Never use a long word when a shorter one will do. Enough said.