The secrets of successful Web copy can be found in the 80s flick Back to School, in which Rodney Dangerfield plays a lowbrow millionaire who tries to succeed in college the same way he succeeds in business. In the movie, he hires subject-matter experts to write his term papers, and he evaluates their work by weight, saying, “It feels like a ‘C.’ Bulk it up.” Although this wasn’t terribly funny even in 1986, it does illustrate the two secrets to good content: 1) always hire a professional, and 2) never judge content by volume unless you’re going for a laugh.

Go pro

From time to time in your career, you might feel an urge to pen your own copy or to assign it to that coworker who proofs your important email. Resist that urge. Writing your own copy is like cutting your own hair. Sure, you could do it, but I doubt anyone will dig the results. The main difference between amateur and professional copy is that professional copy actually gets read.

Go low

Low word counts are the key to getting read, because people don’t particularly like to read. If you don’t believe me, simply compare the quality of your TV versus your in-home library. Even people who enjoy reading don’t like to read long, rambling business copy. My rule of thumb is to limit yourself to two small paragraphs per page, plus a bulleted list. One paragraph is ideal, but it’s tough to say something of value in just one paragraph.

Here’s an all-purpose outline to help you develop a decent value proposition without scaring away users:

1. Don’t bury the lead. Present the industry challenge or goal. When executed correctly, the audience will know immediately that the subsequent content is relevant to them. (1-2 sentences)

2. Set the stage for the type of solution that is needed to meet that challenge or goal, but without mentioning your specific brand. By doing so, you’re encouraging the reader to perceive a truth, rather than a pitch. (1-2 sentences)

3. Present how your company’s product or service meets that need in a competitively advantageous way. Don’t waste your word count on unverifiable ad-speak (e.g., “we’re the best,” “we’re the smart choice,” etc.). Don’t try to explain everything. Focus on results over methods. (1-3 sentences)

4. Any granular details (features, benefits, verticals, etc.) are bulleted. If any of these bullet items warrant more explanation, link it to a page with more detail.

5. Back your statement up with a relevant testimonial, anecdote, case study, or industry article.

Here’s an example:

See! My strategy works.  You read the whole thing. Please, do not try this at home.  I am a professional.