Web Copy Keep It Short

There are a lot of Web sites you'll see where in the middle of the body copy there are tons of links that'll take you to details about what might be mentioned in that paragraph. I disagree with that because I say keep the message short and get them through the entire message. Don't keep driving them to other pages until you've given them the story. You want to control how they get the message as best you can, but assuming that you can't control them, you want to make sure that they're going to get the message just like you would if you were doing a direct marketing piece.

—Susan Fantle, independent freelance direct marketing

copywriter and consultant, The Copy Works