Once upon a time—back in the glory days of advertising—ad copy often resembled a small novel, which is a vast difference from the short, sweet, and succinct web-friendly content we see and write today. That’s because the era of storytelling has come and gone. Now, it’s all about brevity. But, this also helps make your job easier. You don’t need to write paragraphs upon paragraphs of copy. In fact, less is usually more.
Web-friendly content errs on the side of brevity and should always be:
- Clear
- Useful
- Human
- Actionable
- Easy-to-read (scannable)
- Even easier to act on
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Web-friendly content is:
- More accessible for users than PDFs or Word documents.
- Avoids breaking the user out of their browsing flow (e.g., by switching to a PDF).
- Easier to update and maintain for content owners.
- Easier to link to specific pages or sections of content.
- Easily-accessible for website visitors who may have visual, cognitive or other disabilities.
- Easier for search engines to scan and index (SEO compatibility).
- More responsive for users on various devices, including mobile phones and tablets.