Web

The single most important thing I’ve learned in my web UX research work is that customers don’t read most web pages. They usually just skim the headings looking for information that’s relevant to them, and they simply won’t read text blocks of more than a few lines long. So, my approach to writing product web copy is to keep it short and to provide customers off-ramps to deeper content, if they need it. I write longer on more educational web pages, like SEO keyword articles, because customers approach them with a less hurried mindset.