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Web Copy - How Much is Enough?
These days, there's widespread acceptance that a website is an integral part of the marketing plan of any business. Likewise, it's commonly accepted that web copy is a vital component of any website. But how much web copy is enough? The pure volume of information available on the Internet is daunting - often counterproductive. There are approximately 550 billion documents on the web, and every day another 7 million are added. According to an A.T. Kearney, Network Publishing study (April 2001), workers take so long trying to find information that it costs organizations $750 billion annually! Yet people continue to use it. Information gathering is the most common use of the Internet (American Express survey, 2000). And it seems work-related searches are amongst the most common, with 48% of people using the Internet to find work-related information, as opposed to 7% who use magazines (Lyra Research, 2001). Interestingly, however, the average person visits no more than 19 websites in the entire month in order to avoid information overload (Nielsen NetRatings in Jan 2001). So how do you ensure your site is one of those 19? How do you make your content helpful without making it overwhelming? That's what this article is about? I've written several articles on WHAT to write on your website in order to make it helpful. (See http://www.divinewrite.com/benefits.htm, http://www.divinewrite.com/webbenefitwriting.htm, and http://www.divinewrite.com/webwriting.htm) But that's only half the battle? Businesses also need to know HOW MUCH to write. Here are 5 quick rules of thumb to help you decide how much is enough. 1) Know your audience (Reader or Search Engine?) Think about whether you're targeting human readers (potential customers) or search engines. This must always be one of your very first questions, as the answer will determine your approach to content. In general, human readers think less is more. Search engines, on the other hand, think more is more (well, more or less?). In many ways, it comes down to a question of quality versus quantity. Human readers are interested in quality, whereas search engines are interested quantity. Human readers want you to answer their questions and make it clear how you can benefit them. And they don't want to wade through volumes of text. Search engines want a high word count, full of relevant keywords, and short on diagrams. (See http://www.divinewrite.com/seocopy.htm for more information on writing for search engines. See MORE RESOURCES: Fundraising Copywriting on the Right In the Second Trump Era Campaigns & Elections Can (or will) AI Replace Copywriters? Browser Media 13 Best Copywriting Practices - Writing for the Web in 2024 Influencer Marketing Hub The Best AI Copywriting Tools: Find Your Perfect Match in 2024 The Tech Report "It's not enough to be a good writer”: Zosia Swidlicka on the importance of brand language in copywriting Creative Bloq The Ultimate Guide to SEO Copywriting in 2024 Influencer Marketing Hub I lost my job to ChatGPT and was made obsolete Business Insider The best AI copywriting tools currently available Android Authority 7 Best AI Copywriting Tools to Use for Better Ideas and Efficiency Influencer Marketing Hub Copywriting's Great Pun Debate: Punderful or Punfortunate? | LBBOnline Little Black Book 7 skills copywriters can learn from comedians Browser Media I'm ChatGPT, and for the Love of God, Please Don't Make Me Do Any More Copywriting McSweeney's Internet Tendency Layout-Enhancing Copywriter Tools Trend Hunter 'We're all maggots': an audience with Jim Riswold, the copywriter behind some of Nike's greatest adverts Financial Times Best AI Copywriting Tools to Generate Content MobileAppDaily How a Gen-Z Copywriting Community Became a Recruitment Service | LBBOnline Little Black Book - LBBonline Seven FREE Places on Copywriting for Musicians Course Offered | Fireplace Arts & Media | Artist News NZ Music Commission ChatGPT took their jobs. Now they're dog walkers and HVAC techs. The Washington Post She Built A Million-Dollar, One-Person Business While Raising Four Children Ages Nine And Under Forbes Solomon tells FutureBook writers 'can't afford' for copywriting jobs to be lost to AI The Bookseller Creative Minds: Jerome Lum stumbled upon a career in copywriting and became the office guy with the best taste in ... Campaign Asia Edward Andrews Copywriting Services Honoured with Nomination for Australian Small Business of the Year ABN Newswire ‘Copywriter hungry for Swiggy’: Kolkata man applies for copywriting job with creative 11-page deck pitch The Indian Express Nobody Taught Me: Adman Bodhisatva Dasgupta Launches Course to Bridge India's Copywriting Gap YourStory How to Start a Freelance Career Without Using Upwork and Fiverr Business Insider Drowning In Content – From Copywriter Relevance to the Age of Artificial Intelligence | LBBOnline Little Black Book A Week In Fitzroy As A Copywriter On $67k Refinery29 Australia How to Use AI As a Freelance Copywriter and Editor Business Insider A copywriter laid-off without an explanation blames ChatGPT: report Business Insider Outshinery Launches New Service: Compelling and Optimized Ecommerce Copywriting for Wine wineindustryadvisor.com Vale Geoff Fischer ~ A Life Well-Lived in Copywriting Campaign Brief How to Make 6 Figures a Month on Fiverr As a Freelance Copywriter Business Insider Copywriter - Part or Full Time Working Available - London | The Bookseller Careers & Jobs The Bookseller Learn to write like a copywriter with AdSchool's Copywriting course - kicking off September 21 Campaign Brief WA Copywriters on Writing Dialogue that Connects | LBBOnline Little Black Book Top Responsibilities and Skills of Copywriters | Study MarketingProfs.com The Copywriter Should've Gone to Specsavers for Glasses Branding in Asia Magazine How I Made $175K in a Year From Home As a Freelancer on Fiverr Business Insider What could ChatGPT mean for copywriters? Marketing Brew Side hustle jobs you can do from home Business Insider FGV university application campaign wins prize from Brazilian advertising copywriters' association Portal FGV Rapper to Master Copywriter with Siyamak Jung | LBBOnline Little Black Book Ad Copywriter Orange-Pilling Secrets Bitcoin Magazine iSynergy Adds Johnson to Team as Copywriter businessjournaldaily.com How to make up to $13K a month copywriting on Fiverr Business Insider Embracing AI-generated content, BlueFocus will replace human copywriters and creatives | Advertising Campaign Asia AI stealing jobs: Ad agency replaces copywriters, designers with ChatGPT and other AI tools Firstpost The lost art! Why the advertising industry needs to invest in the art of copywriting The Financial Express |
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