Too Much Web Site Copy?

Some time back I beefed that too many web sites didn't have enough words to explain their offers. "Some sites are all pictures with very little copy. It's hard to figure out what the site is selling and why you should buy it," I complained.

Now it looks like a lot of sites have gone the other direction. In an effort to maximize sales, they put dense copy about all their offers on the opening page of their site. Did we over do it?

The latest thinking among advertising experts is a page filled with lots and lots of copy is jarring. People click to the page and think "Gee! I don't have time to read all this."

It's often better to trim your opening page offers down to just your most essential elements. Plenty of white space is good. Rather than having a batch of graphics on the opening page, you might focus on one larger more powerful graphic that unifies the page.

Some big corporate sites are moving to this philosophy of "less is more." See http://prodigy.com for an almost extreme example.

Bottom line is customer are pressed for time. Many are surfing the Net while on their lunch break or between office chores. If they can't figure out your offer quickly, they may click elsewhere.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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