Here are some general guidelines:
WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
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Keep bullets short and punchy.
Group them together in logical clumps.
Don??™t overuse them.
It??™s best to mix bullet points with paragraphs to break up content and keep the eye moving.
This also avoids feeling too much like PowerPoint. Also, be careful that your bullets??”
which are intended to abbreviate and highlight key messages??”do not obfuscate your
message. It is entirely too easy to truncate a complete thought so much that it becomes
meaningless to your readers.
Reading level
Most television sitcoms are written at an eighth-grade reading level to appeal to the widest
audience possible. News and editorial programs might be written for a more educated
audience, but I would bet that if you sat a class of 13-year-olds in front of the TV, they
would understand almost every word on CNN. Television is written by professionals who
know how to speak to a broad demographic in a common language. It would be wise for
companies to follow TV??™s lead. It??™s common to assume your audience is more educated
than they really are, but even if that??™s true, people don??™t want to think too hard when
reading, especially on the Web, where the term reading is used loosely.
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