Content Hints

When writing content for the web it is important to keep the audience for that content in mind.  This is particularly true for content in the upper levels of the navigation and on the audience pages.

Try to put yourself in that person's place.  Use these pages to showcase your program and to draw the visitor into the site. 

Be clear and concise.  Avoid jargon and stilted language.   Less is often more. Focus groups and studies show that readers respond positively to short paragraphs, broken up by headings and graphics. 

If in the upper levels of the site it is taking you more than three of four paragraphs to get the information across, take a second look at your copy.  It may need to be shortened or broken up into more than one page. 

Copy length is less critical as you move down into the site.  Visitors that have reached these lower levels are probably looking for specific information.