How Much Copy is Too Much Copy?

Rob Quincy

By Rob Quincy on May 4, 2011

A client asked me recently how much Web copy would be appropriate for their Website. I told them that my best advice is to take what they had on their current site, cut it in half, then take what’s left and cut it in half again. Yeah, that should do it.

Extreme? Maybe. But it’s not far off from the truth.

We all like to think that we have a dedicated throng of fans hanging on our every word – and some of you no doubt actually do. But when it comes to Web usability, simply put...

...less is more!


To use a fairly common Web analogy – think of your homepage as a billboard that someone must see and comprehend while zooming past at 65 MPH. If it contains too much text, it feels like a long read. And even though your business may be the best thing since sliced bread, most people don’t have time for a long read. So, they bounce.

When planning Web copy, we like to use the drill down approach. Keep the homepage clean, simple and beautiful, like a billboard, and give the user key pathways that pull them toward the topics that interest them. As a general rule, we also try to limit secondary page copy to 1 to 3 paragraphs, and include a strong call to action. Then, on tertiary pages, it’s ok to include more detailed content because folks who get that far (usually methodological types) are asking for more information.

If you need help organizing your business information, or writing copy for the Web or print, please contact us and we’d be happy to help.

Ok, that’s it – this article is running little long anyway.


About Ridge Marketing

Ridge Marketing is an agency that specializes in crafting creative digital assets and using websites, search, advertising and email to ensure that the right prospects interact with your brand and become loyal customers.