August 24, 2016

The Goldilocks Conundrum

Write links that aren’t too short or too long

Think of links as the Goldilocks of microcontent: Some links are too long. Some links are too short. You want to write links that are just right.

The Goldilocks conundrum

Just right Write links that aren’t too long or too short. Image by Helena Perez García

Too long

Blue underlined words stand out on a screen of black text on a white background.

But if everything stands out, nothing stands out. If your links are too long, your readers’ eyes may find nothing to land on.

The links in a PR e-zine, for instance, average 35 words. The longest tops out at 54. This one’s 32 words long:

That’s too long.

The solution …

Read full article >

Related stories

“Well-crafted links not only connect. They also inform, guide, highlight, and create context.”
— Amy Gahran, media consultant and content strategist

Lift Your Ideas Off the Screen

Reach nonreaders and draw readers in with links and other microcontent

Sixty percent of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri. So how can you craft messages that reach nonreaders?

Lift your ideas off the screen

Hang ’em where they can see them Don’t make web visitors search for your key messages. Put your ideas where readers can find them: in the display copy. Image by Helena Perez García

At Get Clicked, Read, Shared & Liked — a two-day online-writing Master Class on Sept. 28-29 in New York — you’ll learn how to use your display copy — headlines, links and subheads, for instance — to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers.

Specifically, you’ll learn how to:

  • Reach “readers” who spend only two minutes — or even just 10 seconds — on your webpage
  • Craft the piece of display copy that 95 percent of people read — but that many communicators drop
  • Run a simple test on your message to ensure that you get the word out to skimmers
  • Make your copy 47% more usable by adding a few simple elements
  • Pass the Palm Test to make your online message more reader friendly

This is the only online-writing Master Class we’ve scheduled for this year. Don’t miss out! Register now.

“An information-rich, incredibly useful and practical workshop on writing for the web. I’ve used this information to guide the writing of every page of our new site. Ann’s approach is research-based, easy to understand and makes writing for the web easier and more effective.”
— Kathryn M. Reith, APR, director of communications, Lake Washington School District

Polish your skills at our upcoming Master Classes

Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for Online writing workshop in New York on Sept. 28-29
Register for communication measurement workshop in Washington, D.C. on Oct. 12-13
Register for writing workshop in Houston on Nov. 2-3
Register for Creative writing workshop in Los Angeles on Feb. 23-24, 2017
Register for persuasive writing workshop in Las Vegas on March 22-23, 2017
Register for Tight writing workshop in Washington, D.C. on April 6-7, 2017
Register for PR writing workshop in San Francisco on July 26-27, 2017

Rather bring Ann in to train your whole team?

Catch Ann on the road

Save when you book a workshop while I’m in your neighborhood

Ask about piggybacking on my upcoming engagements in:

  • Geneva: Sept. 13 & Nov. 29
  • Houston: Nov. 2-3
  • Indianapolis: Oct. 24
  • Jackson, Mississippi: Nov. 9
  • Las Vegas: March 22-23, 2017
  • Los Angeles: Feb. 23-24, 2017
  • New Orleans: Nov. 7
  • New York: Sept. 28-29
  • Norfolk, VA: Oct. 10
  • San Francisco: Oct. 16 & July 26-27, 2017
  • Washington, D.C.: Oct. 12-13 & April 6-7, 2017
  • White Plains, New York: Dec. 13

Keep up with my calendar.