When trying to explain something in writing,
remember that less is often more, says Robert Zarywacz
Recently, I’ve been working on several projects where I’ve had to research or summarise information on a lot of businesses.
Reading through text provided by these businesses or browsing their web sites, sometimes it has taken much effort and time to figure out what they were trying to say.
Some web sites don’t even manage to explain what the business does in ‘about us’ text that goes on for four, five or more paragraphs.
The result is that I feel overwhelmed by waffle.
Short and sweet
I know there are good reasons for writing lots and lots (and lots more) for search engines, but we mustn’t forget our human readers. After all, if we want to attract them to our web sites, once there we want them to find what they’re looking for and buy from us, not scratch their heads and wonder what it is we do.
If someone is unable to string two or three words together coherently, it’s unlikely that they will make any more sense in 500 or 1,000 words.
At the moment, I don’t want to look at another web site – unless it’s concise and easy to understand.
Understanding what we do
It’s important for us to understand what we do and be able to explain this simply and succinctly.
If readers are interested, they will read on for further detail, but if they can’t fathom out what we do, we’ll have lost them.
• by Robert Zarywacz