Writers write. That’s what we do, right?
While we’re at it, maybe we should build a wall between us and those pesky Web Designers. Right? Wrong. Very wrong.
Back when I broke into this Internet business (circa 1995), there wasn’t a big difference between writers, web designers, and programmers. If you wanted to create for the web, you pretty much had to learn the technical tricks to get it up there. Basic HTML, Photoshop, etc.
To learn about design, I spent time with print designers. They taught me critical lessons about how to control the eye on the page.
The most important thing they taught me was to…write less.
Designers often use white space to draw attention to a specific element in the layout. Most designers are excited about using their talents to help you communicate your message. But if you weigh it down with too much copy, it ties their hands.
Review every sentence, headline, subhead and picture caption. Ruthlessly trim the total number of words.
If you’re developing website copy, run a draft past a designer before submitting it to your clients. Designers will help you understand how much will fit on a page…and how much will suck the life out of the design.
The web is a visual medium. And writing less copy is one of the best ways to deliver messages with visual impact.