Get visitors to take the right actions

Sometimes it’s a simple word or phrase that can prompt someone to take the next step. Buffer offers a list of 189 words, including words that focus on exclusivity.

Remember that length depends on the context

It’s easy to stick to some content length rules and preferences.

For example, you will want to maximize the 35 characters you get on each line of a Google ad. With social media, you might improve engagement by stopping well short of the maximum character limits.

It gets tougher with website pages, articles, and blog posts. I understand that short pieces (let’s say anything under 500 words) are easier to consume for online readers. But longer content can draw in people as well. Visuals in the core content and within the site architecture can support your text.

Odds are that your agency or company will have policies that control length. But there should always be exceptions.

If you don’t write enough, you disappoint someone by not devoting sufficient attention to a topic. If you provide too many details, you might overwhelm a reader who might miss your primary ideas.

Editors and writers should agree on whether the article is a suitable length. You can discard information that doesn’t quite fit. But in the content writing and editing process, you might identify opportunities to use some portions for future content (with additions or modifications).

From a search engine optimization perspective, longer content is always best. A website, for example, can get by with shorter pieces if it becomes authoritative through its age, the number of pages, inbound links, and more. However, extended content often helps generate high rankings for targeted keyword phrases and similar words.

Ensure that your content can be scanned (especially with websites)

Readers will skip many of your words. Make it easy for them to discover your key points by including:

· Short paragraphs

· Subheads

· Bulleted lists

· Bolded text

· Words in color

· Links

· You don’t need to write long sentences to get your point across. Short ones will work in your favor. It’s the same thing with words. Here are some examples (sometimes a few short words sound better than one long word).

· Indicate show

· Eliminate get rid of

· Utilize use

· In order to

· Facilitate help

· Obtain get