Give visitors enough information to decide to click
Think of links as the Goldilocks of microcontent: Some links are too long. Some links are too short.… Read the full article
Present participle heads may be worse than labels
Barney Kilgore, the legendary editor of The Wall Street Journal, once wrote: “If I see ‘upcoming’ slip in[to] the paper again, I’ll be downcoming and someone will be outgoing.”… Read the full article
Make benefits lists parallel, verb-based
When Mr. Wylie’s Writing Tips had a hip replacement recently, he had to take a break from grocery shopping. I went searching for my new BFF, an online grocery delivery service.… Read the full article
Google never laughs; so must web heads be dull?
There’s a lot of sniveling and squawking going on in the web writing community these days. Consider the headlines:
- “This Boring Headline Is Written for Google,” grumble journalists.
Web heads must fit on mobile apps, more
Not everyone wants to play, “What’s the last word in the headline?” says Andy Bechtel, associate professor, School of Journalism and Mass Communication at UNC-Chapel Hill.… Read the full article
Reach surfers and divers by passing the 30-3-30 test
All readers are not created equal. So how can you give your in-depth “divers” enough information without overwhelming your casual “surfers”?… Read the full article
How to sell crisp cutlines to clients who want to include too much
“Help us with captions,” wrote Sue Grabowski, president of Grabowski & Co., in our recent member survey.… Read the full article
Lift ideas off the page with display copy
There is one great thing about the inverted pyramid lead.
“The only benefit of the inverted pyramid lead was that it put a lot of valuable information high in the story,” write Mario R.… Read the full article