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When Less is More: Copywriting That Works

When Less is More: Copywriting That Works

More and more people are using smartphones and tablets when they visit your website. The move to smaller screens has a profound impact on the role copy has on your websites. Images have become increasingly important, while the space available for text has shrunk.

People won’t sit and pore through dense paragraphs of text on their smartphones. Not only is it too hard on the eyes, but prolonged reading serves as a type of experiential disconnect – time consuming on a platform built for speed. For maximum impact, your website experience must be in alignment with visitor expectations. On a mobile device, this means a quick, simple, direct route to the information the visitor is interested in – and nothing else.

Keeping this in mind will change the way you approach creating the copy for your website.

Headlines are now more important than ever

In many cases, headlines may be the only text your web visitor reads before taking another action step, such as clicking on a product picture or watching a video. Make a point of using active language in your headlines, spelling out the benefit to the reader whenever possible. (Need an example? BuzzFeed does great headlines – sometimes so great that the actual story pales by comparison!)

Think about replacing dense paragraphs with simple, easy-to-read and digest bullet points. This will appeal to high-speed readers. Three to four words per bullet point is ideal. Use iconography to add visual punch and reinforce the messaging in your bullet points for maximum impact.

Marry copy to imagery whenever possible

This tactic is not only great for your website, it works exceptionally well on social media, where people love to share images they find compelling. Infographics provide another viable tool you can use to provide your audience with valuable content in an appealing way.

Need more help creating compelling copy for your website and social media sites? Give us a call! We’re here to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office