This
means offering the full story, in clear language, so search engines index you, readers find
you, and customers refer you.
Larger companies have dedicated editors for web copy. These folks understand the golden
rules of brevity and clarity. Unfortunately, these wise companies are the minority, so it is
important that web designers, information architects, and others involved with the project
understand what makes words work well so they can collaborate with the copywriter to
produce the most reader-friendly messaging.
Provide the whole story
Don??™t assume people know what you do, how you do it, where you are, or when you
started. Providing all this information offers people the whole picture of your company.
Leaving out a key piece of the puzzle just annoys visitors and puts them off going any further.
For instance, a web page describing the services of the company should be rich with
detail, whether marketing copy, testimonials, or illustrations. Failing to adequately inform
readers about what the company does and its methodologies results in only one thing: less
interest.
Short paragraphs
The print medium provides designers tremendous creative freedom.
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