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Make a Bigger Impact with Less Copy on Your Website

“It takes a lot of work to make something simple.” Steve Jobs

So you’re considering a website redesign. While first impressions are based largely on the look and feel of your site, the text is equally important. But less is more when it comes to web copy, which might actually leave you asking yourself, “Where do I start?” Consider thinking broadly about yourself as a web user:
  • What attracts you to a site?
  • What keeps you there?
  • What inspires you to take an action?
We bet you didn’t conjure up images of long, dense text. If you scan headlines, gravitate towards visual content, and skip the wordy middle parts, you’re not alone. In order to engage your prospective parents and donors, it’s important to keep the following in mind:

Mobile First

A cursory glance at your web analytics will reveal that people are consuming content on their mobile devices more than ever. For many, target audiences are digital natives, so this trend will only continue to grow. What does this mean for web copy? Keep it simple, stupid. Make sure your text is concise and digestible across all devices, and that your design is responsive. If there’s no qualitative benefit to a chunk of copy, and it doesn’t really tug at the heartstrings, scrap it.

Shiny Object Syndrome (SOS)

We are easily distracted. And when it comes to web navigation, we’re in control. This combination makes it especially challenging for marketers and communicators to keep prospective clients engaged on their websites. From brand messaging to calls to action, everything on the page should serve a purpose so your visitors don’t go running for the hills.

Show Don’t Tell

You’ve heard it a million times. It’s the golden rule of marketing, and it will help you create a more compelling website that will get you results. Storytelling resonates with people, and it encourages prospective families to interact and engage with your brand in meaningful ways. Here are some ways to tell a story without adding exhaustive text to a page:
  • Videos
  • Photos
  • Pull quotes
  • Sidebars
  • Visual headlines

Minimalism is More Than Design

Steve Jobs famously said, “It takes a lot of work to make something simple.” Though it makes your job harder, the less you have on a page, the more likely a person is to stick around — and to exhibit a desired behavior. If a person is inundated with information, they’re likely to navigate away from the page. Or worse, your site. Never underestimate the importance of white space.

The proof is in the pudding.

If you want to more deeply understand the importance of concise web content and how it leads to conversion, contact Graphic Details to learn about our analytics support. We’ll help you with analytics assessment, user experience data, and reporting, going well beyond the limitations of Google Analytics. We’re talking heatmaps and real-time user behavior to provide robust user experience analytics so your clients can get the most out of your site!

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