Most of us appreciate short messages that get to the point quickly. That’s what I strive to do with my Easy Web Tips. But being pithy doesn’t mean that the work is less. Often one of my web tips takes longer because I have to explain a concept well and then trim it carefully to its essential points.

For example in writing this piece, I had three additional paragraphs that I eventually cut out.

If you have determined that short text is right for one of your web pages, and that’s a topic in itself, keep in mind that it won’t necessarily be easy to write. In fact, it may be harder. Your writer needs to deliver your sales message covering at least five bases:

1. Get the prospect’s attention.
2. State the prospect’s problem.
3. Provide your solution.
4. Prove your solution is the right one.
5. Include a call-to-action.

In addition, the writer needs to include appropriate keywords to ensure visitors find your page in the first place.

Each of the five bases above will need a paragraph. So your “short” piece is already up to five paragraphs at a minimum!

Easy Web Tip #151: Short copy is fine provided it can accomplish your sales objectives, but don’t assume it’s easy to write.