Nielsen addresses whether a site’s content strategy should use longer or shorter content. The best answer: As long as it needs to be. Even Nielsen’s own article is long and I jumped around to get its main points.
Many experience success with both long and short articles. I wrote two versions of a landing page for one of my clients and the shorter version is outselling the longer. Both contain bulleted points and bold headers. The longer page contains more details.
Yet, longer copy will outperform for other products and services. The best thing to do is test two copies and see which has greater success. Past article, Follow the Long Yellow Copy explores long copy.
In my review of Seth Godin’s book, I mention an inspiration from his book and applying it to the eNewsletter Journal. The issue is out and we’ll see how the Extreme Copy Makeover idea pans out. The purpose is to find bad copy on the Web, put it in jail, work with it, and release it as a changed copy… for the better so it can become a successful contributing citizen… er, copy.
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