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For optimum credibility, Web content should be very detailed and comprehensive.
by Andy Attiliis
Especially when attempting to build business relationships. Gone is the print excuse that there isn't enough room to explain everything. Forgotten is the acceptability of explaining whatever we can in 75 words or less. Those are the restrictions of ads, postcards and brochures.
Certainly, covering main points as soon as possible in a body of information is still desireable in any media. Its just not enough to stop there on the Web. That's because everyone's space is a big enough place to accommodate all the details of any topic. So, to leave obvious questions about a business unanswered leaves the reader perplexed. Why aren't all the options listed? Why hasn't the president stated a business philosophy? Maybe this company doesn't have all its ducks in a row just yet, is a possible conclusion.
In short, Web site writing involves creating a more comprehensive version of the initial ad and brochure. Whatever important information a reader may want to know should be available and easy to find. There's nothing like a site that seems to have anticipated every question a reader could possibly have.
Whenever possible, it is also vital to retain ad and brochure writing to be used as an intro to the bigger Web story. Such a strategy preserves writing direction and style while furthering your organization's credibility. It is like meeting a salesman for the second time whose basic selling points have not waivered by one single degree. Such a follow-up presentation always rings impressive and true.
The good news for those who haven't yet completed all of their message is that Web sites can be updated more easily than a print message. This allows improvement to take place on a continuous basis as time and resources permit.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.
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