Fluff-free web copy: Get the hype out

Increase fact; cut fluff

Fluff-free web copy: Get the hype out

Everybody loves a fluffy critter; nobody loves a fluffy webpage. To increase webpage usability by 27%, cut the fluff. Image by Ricky Kharawala

Why cut the fluff online?

Why cut the fluff online?

Hype reduces reading, sharing — even sales

Everybody loves a fluffy kitty: Nobody loves a fluffy webpage. Cut the hyperbole online.


Stop wasting readers’ time

Stop wasting readers’ time

They ‘get visibly angry’ at verbose sites

Tick tock: Readers may be killing time checking out your content on their smartphones. That doesn’t mean they want you to kill their time.


Improve your fact-to-fluff ratio

Improve your fact-to-fluff ratio

Aim for a 1:1 proportion

Too much fluff? Balance it with fact.


Quotes on fluff-free web copy

Quotes on fluff-free web copy

What writers and others say

Reading a blog post on an iPhone is like reading War and Peace through a keyhole — with a flashlight shining in your eyes.



Free writing tips
  • Get tips, tricks & trends for Catching Your Readers
  • Learn to write better, easier & faster
  • Discover proven-in-the-lab writing techniques