3. Less is more and lesser is more…er
Our attention span is getting shorter and shorter as time goes on. We live in an age of snippets and are getting used to scanning for headlines and bullet points. To expect someone to be keenly interested in your four page ‘about us’ statement is lofty at best. To take a page from the editor’s handbook, cut as much as you can – then cut again. Another way to approach it is to go mobile first. If the content is effective on a phone then it’s going to work on a desktop.