32 replies to this topic

[mcanerin]

You know what I like?

A lot of ecommerce type sites have a "above the fold" section that is a picture, the basic facts and key features all in point form or short snappy copy.

At the bottom of that are some related links

Below THAT is a long, detailed account of the product, it's functions, customer reviews, etc.

I like that - if I'm quickly browsing for info, I want the "executive summary" at the top, then some quick options (either in the text or in the menu bar nearby) to dig a little deeper if this is obviously not what I was looking for, and then a ton of information to help me decide if I'm not sure or have more questions.

Copy-wise, that makes me happy. Give me a quick look, then options to go lateral or dig deeper. It hits all my moods and surfing styles.

Sometimes I know exactly what I need and just want to know little more than the version and price.

Sometimes I've got no idea what I need and just make an educated guess in the general direction, hoping to learn enough there to make a slightly more accurate search the second time.

Sometimes I've been told about something, but I want to find out a LOT more about it before I decide to buy or not.

This is just me talking as a consumer, not as SEO.

Ian

[copywriter]

Yeah... that works great for ecommerce sites. Landsend does that as well as some others I've seen.

[sheriw]

Hi, long time no visit here, I've been busy working, but was interested in this topic. The "long versus short copy" and "how much copy is enough?" question has been debated over and over in forums, and among writers.
I think you need to look at your target audience, as noted. How much time do they have to scan a web page? What type of product/service are you promoting?
Some concepts need more copy, to explain the service and its benefits. Others are well-known to consumers, and concise, "snappy" copy will work.
Also, what is the purpose of the web page? Is it a landing page, asking for a quick response, an article online, the index page for a site, an order page, or a short section linked to from another portion of the web site? Each will be treated differently, with varying lengths.
So usability comes first: the copy length should reflect the audience it serves, and the use it is put to. With that factored in, the shorter the better within those constraints.