Challenging Conventional Wisdom: Must Web Copy Always Be Concise?

When the Internet first became popular, hordes of consultants suddenly became "experts" in Web writing. Thanks to them, we have the prevailing maxim of writing for the Web: users have short attention spans and won't read a lot of copy, so keep it concise.

While this notion still carries some truth, I question why we put a universal restriction on every site. Is it a state or federal law?

Keep in mind that you're not trying to reach the masses; you want to communicate with the small number of people that may be interested in what you're selling.

So longer copy can be okay because - to borrow from the world of retail - if someone has interest when they walk in the door, they're likely to spend more time at the display case.

How long can your copy be? As long as you like, provided you maintain interest.

For some perspective, let's look at two of my favorite novels, Herman Hesse's Siddartha and William Styron's Sophie's Choice. They're both "page-turners," books that keep your interest all the way through.

But when it comes to length, they have zero in common. Sophie's Choice comes in at 515 pages, Siddartha a mere 152. The similarities: both books captivate and tell a story.

And isn't an effective site one that tells a compelling story?

When a Web page appeals to your target audience, they'll read it. Intuitive links will get them to click from one page to the next. And smart writing will help them to understand your value proposition - and hopefully inspire them to become a customer.

Are you worried that longer copy can be less effective? Follow these tips, and you'll still have a usable site and easy-to-grasp messages.

Write From the Outside In

Many companies still make the same fundamental mistake. They create content that reflects their perception of what's important instead of accommodating real user information goals. I call it Corporate Myopia.

Corporate Myopia isn't so difficult to avoid. First, think objectively and determine which topics interest your audience, and then build the architecture based on those topics.

This method is analogous to how traditional architects work. If they do their job correctly, they'll ask you the right questions before creating the design.

"How many bedrooms do you want? Will you have houseguests often? Do you want a Japanese or Parisian-style garden?" The answers, which form the "content", should drive the design. Build your site the same way.

Think of the Home Page as a Table of Contents

Usability experts always talk about "creating scent", laying out a path of verbiage where people can intuitively find what they're looking for and complete their tasks.

When someone arrives at your home page, they should immediately get a sense of everything contained in your site. So don't bury sought-after nuggets under a mound of hype.

In addition to your main navigation, consider using descriptive links, which are short hyper-linked phrases that promise a benefit for clicking. For example, Discover how Green Architecture can improve your well being is much more effective than a meaningless Click here.

Create Meaningful Headings and Subheadings

Users will always scan a page to find information relevant to their task. To make "scent" easier to detect, break up copy into bite-size chunks and organize them by using informative headlines and subheads.

By clearly indicating what's contained, people will know if it's for them. The trick, of course, is not just to appeal to those likely to read, but to also allure unlikely readers.

Educate and Entertain

Sophie's Choice is a good read for three reasons: Styron educates by creating rich characters and vivid settings; he entertains by using metaphors, anecdotes, and interesting word choices; and he ties it all together by varying his sentence structure.

In short, his writing has personality.

It's astonishing when organizations spend 5-6 figures on a brilliant Web design and then slap in boring, unmotivating copy. What a waste.

Nothing induces more yawns than clichéd corporate speak. Do you want to put people to sleep, or awaken them to the benefits of your products?

Use Sidebars to Clarify

If you have a lot to say about a particular topic, think about using sidebars to convey additional or complementary information, or to summarize the crucial points in the body copy. Again, this takes advantage of the natural tendency to scan, and helps people more easily digest your key messages.

Sidebars work well when used as a repeated element throughout the site. When they have a consistent theme or content type (testimonial, quote, fact, trivia, stat, etc.), people will want to see the next sidebar and the next, driving them to more areas of your site.

Try implementing the advice in this article. While I can't guarantee that you'll create another Siddartha, you will have a page-turner. And if it's one that generates revenue, all the better.