- How long should a web page be?
- How long should text on a brochure page be?
- How long should a press release be?
- How long should a blog be?
I get these questions fairly often from nonprofits, NGOs, charities and small government offices.
Tweets have a text limit. Facebook posts have a limit on the amount of text you can post that will be seen in your timeline at a glance, without someone having to click “more.” But other communications products, in print and online, don’t have such strict character limits. So, how long should they be when it comes to their text?
A lot of communications professionals will tell you to make web page text, blogs, brochure text, etc., no longer than what would fit into a social media post. I am NOT one of those communications professionals.
I’m hearing people say, “People don’t read. Don’t write long bodies of text EVER, especially online.” I am NOT one of those people.
People have different learning styles: some prefer learning by engaging in an activity, some prefer learning by listening, some prefer to learn by watching, and some prefer to learn by reading.
People have different reading styles as well, even just online: some prefer reading short bits of text and seeing some short videos. But some do still like prefer – and WANT – to read comprehensive text, even if it’s “long.” What is great about a website is that your organization can easily cater to both of those groups: you can have a web page with introductory, summary, “catchy” text, or a video that’s just a minute long and gives the overview you think certain groups want, but that page or video can then link to the more in-depth information for all those many other people that want more information.
It’s worth noting that some people may want a bit of information today, but may come back later for more in-depth information. People rarely stay in exactly the same categories when it comes to how they want to access or consume information.
It’s also worth noting that by having in-depth information on your website, you create the messaging that everyone on your staff can refer back to, and that better ensures everyone is saying the same thing – that everyone is “staying on message.” It means your Executive Director, your receptionist, members of your board, volunteers – EVERYONE – can find the exact wording to describe absolutely everything about your program.
Catering to just one group of people when you are trying to communicate a message is a mistake. Don’t let any communications consultant or marketing manager pressure your organization into creating communications products only for the people that supposedly don’t like to read. Don’t be convinced that you can eliminate all of your long-form communications – you absolutely still need those.
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