“Get to the point.” If you’re like me, you appreciate clear, concise phrases.
How many words does it take to make a point? When you’re a website copywriter, less is preferred. That means periphrasis, the use of indirect writing, isn’t acceptable. Why? Shorter sentences test better.
When editing web copy, I notice (and change) periphrastic writing. For instance: replacing did achieve with achieved and more intelligent with smarter. If your page content is circumlocutory, your message becomes muddled, and your visitors may lose sight of your critical call to action.
The emerging craft of website copywriting demands clean, precise phrasing. Longer connecting phrases that worked well for direct mail and broadcast media may not perform similarly online. Shorter phrases sell.
When your aim is concise web copy, always write, read and reduce.