Page History

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• Users don’t read, they scan
  • Keep copy short. Avoid paragraphs or multiple sentences of text. Bulleted lists and short phrases or sentences are easier to read.
  • “Take all the copy on the page. Cut it in half. Then cut it in half again.” -Steve Krug, Don’t Make Me Think: A Common Sense Approach to Web Usability
• Chunk content into sections so it’s easily digestible for users
  • Headings go in order (H2, H3, H4) to make content readable and accessible for all users. In other words, new sections start with H2s, a heading underneath an H2 is an H3, and so on.
• Keep like copy consistent in length
  • Example: If you have a section with 3 cards, each card should have approximately the same character count
• Consider cutting Cut or reducing reduce introductory text
  • Users don’t read it (and the longer it is, the less likely they are to read it)
  • If you need it, keep it brief and to the point– introduce the content that follows.
  • Avoid fluff and don’t repeat what is elsewhere on the page
• Make copy action-oriented. Start with a verb.
• Incorporate the pages’s Primary Key Word(s) for SEO purposes
  • Column I in the information architecture spreadsheet

Standards

On the web, copywriting should follow the regular Wisconsin School of Business copy standards. However there are some exceptions and special cases:

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