People don’t read web copy
These days, any organization that wants to either do business, or stay in business, has to have an online presence. A website is crucial if you are going to connect with both your existing and potential customers and you need to make sure your web pages tell your clients everything they need to know about your products and services. However, despite that, you can’t include too much information, especially on your home page, the place where people will first encounter you. Readers of web copy typically scan the page very quickly, rather than actually reading every single word. Consequently, it’s vital that you have the right words and enough of them to grab and hold the visitor’s attention. Although you need to include as much information about your company as you can to entice the reader, you also have to make sure the copy easy to read. Killer headlines and text broken up into manageable chunks will make your web pages easy on the eye. There are no hard and fast rules, but as a guideline, headings should be eight words or less, sentences up to a maximum of twenty words, paragraphs no more than seventy words, with a total page count of around two hundred and fifty words. In the online world, less is nearly always more.
Simon Rose – Author and Copywriter
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