Think about the last book you read. Unless you’re into picture books, it probably had long blocks of text. Now imagine those same blocks of text on the web. Did you just shudder?
Writing for the web is much different than print. I like to think of it as the difference between what you expect picking up a book vs. a magazine. There’s a reason there is only one New Yorker.
The secret to writing online copy that is commanding and effective is knowing the tricks:
– Split it up. Avoid large blocks of text. Break up your message with lists, bullets, headers, white space, pictures, videos, etc.…