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Title: Short and Simple is Best
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Short and Simple is Best

Remember that you are aiming to have visitors return to your website as well as generate new traffic. There are several things you should keep in mind when producing copy of the web.

Unless a visitor has been driven to a specifically created landing page on a website they will more often than not only skim the first section of the page. The longer your copy the less likely it is that they will read it to the end. Do not place any long pieces of copy on any pages where visitors do not expect it to be.

Make you copy easy to understand, this matters just as much as the length of it. Your visitors must be able to quickly understand what you are trying to present to them, they do not wish to have to sit and think in an effort to decide what is you are telling them. If you cannot given the facts briefly and directly then you should consider rewriting the copy.

Aim to deliver one key point over one or two lines. Any more than this and you're likely to lose the focus of your visitor and the chance of them understanding the message you are trying to get across to them.

Remember we have already anticipated that these new visitors are looking for something, once you have captured their attention you need to direct them to a page that has more detailed copy on. Provide them with a hyperlink to a fresh page that contains all the information they need.

If you really must include longer passages of copy then you should consider formatting it in a style comfortable for the reader. Often your visitors even though they are expecting a page full of text will be unwilling to actually read it. Give them a helping hand, use headings, tables, bullet points and paragraphs to make the text more user-friendly. This is also a fantastic way of getting your key points across.

You should always assume that a decent percentage of your visitors will not be prepared to read longer bodies of copy, you must ensure that longer passages are skim reader friendly and that pertinent facts are easily extracted from the page by a person who is reading hypertextualy.

Longer passages of copy do not need to maintain the approach of directness that we would use in shorter copy, however, make sure it is simple to understand and that visitors will not be deterred from reading it due to its complexity.

Try to keep a neutral tone when writing copy. You should aim to produce copy that is simple to read maintains an unassuming tone and is neither tedious nor overbearing. Ignoring any of these simple guidelines could cause your reader to switch off and you will lose the opportunity to convey your point to them.

Try to keep things consistent throughout your copy, visitors like to become familiar with the content they are reading, they like to find a safe place that they understand. If they feel at home reading your copy then chances are they will come back to read more.