question that now came up 5x about our new website: "why is so text-heavy? people don't read" long from writing (like from ogilvy here) is where websites roughly originate from. he was the biggest proponent of going into DETAIL. seriously interested people will want a lot https://t.co/zknWnWW0Ke
as opposed to the mobile site which has many more static calls to action
a focus on the user rather than a focus on content.
because web sites are interactive, even more options are available: You can give people the high-level story together with links to “break out” and get more information if they need it. Because web page space is cheaper than paper, you can also present multiple calls to action. You may include a link to the next step after your introductory claims
... See moreIn all the time I’ve spent watching people use the Web, the thing that has struck me most is the difference between how we think people use Web sites and how they actually use them. When we’re creating sites, we act as though people are going to pore over each page, reading all of our carefully crafted text, figuring out how we’ve organized things,
... See moreThe longer version should give so much information that the user will not have a single question left. If they read the whole thing and still have questions or doubts, then you have a problem.
As an experiment, let’s see if you can cut half the words out of your website. Can you replace some of your text with images? Can you reduce whole paragraphs into three or four bullet points? Can you summarize sentences into bite-sized soundbites?