October 24, 2017

Cut the fluff online

Hype reduces reading, sharing — even sales

When “king of usability” Jakob Neilsen cut the fluff from a webpage about Nebraska, the neutral webpage was 27% more useful.

Cut the fluff online

Everybody loves a fluffy kitty Nobody loves a fluffy webpage. Cut the hyperbole online. Image by Jonathan Fink

That is, web visitors were 27% more likely to be able to read the neutral version faster, understand it better, remember it longer and enjoy it more.

Original web copyNeutral web copy
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. [Last year], some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).[Last year], some of the most-visited places in Nebraska were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

Online, hyperbole not only reduces usability. It also….

5 reasons to cut fluff online >>>

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“Using fluffy language doesn’t just hurt you while users are on your site. It can prevent users from finding your site in the first place because sites that use plain language will outrank you in the search engine results page listings.”
— Jakob Nielsen and Hoa Loranger, co-authors of Prioritizing Web Usability

Cut Through the Clutter Online

Make all your webpages easy to read and understand

“Short is too long for mobile,” says king of usability Jakob Nielsen. Indeed, the longer your webpage gets, the less people read.

Writing For the Web and Mobile

TMI Learn to make your web copy brisk and clear — even on a smartphone. Image by William Iven

At Writing For the Web and Mobile our two-day digital-writing master class on Dec. 11-12 in Miami — you’ll learn to make your web copy brisk and clear even on a smartphone.

Specifically, you’ll learn how to:

  • Make your webpage 58% more usable with one simple trick.
  • Hit the right targets. How long is too long for your webpage? Your mobile headlines? Your mobile paragraphs?
  • Stop cutting the No. 1 element that convinces visitors to do business with your organization. It’s usually the first thing to go in the editing process.
  • Make your webpage measurably easier to read with a cool, free tool that does everything but rewrite sentences for you.
  • Help people read faster, understand better and remember longer by making messages measurably more readable for mobile.

Save $100 when you register by Nov. 11.

“Ann Wylie really knows her subject. Her information helped us review our own website — and look at our client’s sites with a fresh set of eyes.”
— John Hahn, director, Caugherty Hahn Communications, Inc.

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Ask about piggybacking on my upcoming engagements in:

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