Rick Middleton Copywriting

One of the best books on Web usability is Don't Make Me Think by Steve Krug. He has some excellent things to say about web page wordiness.

Writing for the Web:

The Shorter the Better

"Get rid of half the words on each page, then get rid of half of what's left," says Krug.

Wow. That's harsh. But of course he's exactly right.

Krug is simply echoing E.B. White's seventeenth rule in The Elements of Style: "Omit needless words."

According to Krug, ruthless editing produces lean web writing that:

• Reduces the "noise level" of the page
• Makes the useful content more prominent
• Makes the pages shorter, allowing users to see more of each page at a glance without scrolling

For Krug, the major targets of his red pen are "happy talk" and instructions. Happy talk usually starts with a cheerful "Welcome to..." and essentially chats you up as you land on a new page. It's small talk . . . and usually not necessary.

Instructions, for the most part, are also unnecessary. Each element of your site should be self-explanatory, thus eliminating a wordy tutorial about what you are supposed to do.

I highly recommend Don't Make Me Think by Steve Krug. He also maintains an excellent website.

If your website needs the addition of fresh, relevant content -- or a complete overhaul -- I urge you to contact me today.