| name | concise-web-copy |
| description | Write clear, impactful website content for scanners. Use when writing landing pages, service descriptions, CTAs, or above-the-fold content. Covers the 50% test, sentence surgery, power words, page-type guidelines, mobile-first brevity, and techniques for reducing wordiness while maintaining impact. |
Concise Web Copy
Overview
Concise web copy is the practice of writing clear, impactful website content that communicates value quickly and keeps readers engaged. Web users scan rather than read, making brevity and clarity critical for effectiveness.
When to use: Landing pages, service descriptions, navigation copy, calls-to-action, above-the-fold content.
Version: v1.0 (Added in writing-skills v1.1.0)
Why Conciseness Matters on the Web
User Behavior Reality
- 8 seconds: Average user attention span on web pages
- 79%: Percentage of users who scan rather than read
- 55%: Time spent above the fold (first screen)
- Mobile dominance: Most traffic is mobile, demanding even tighter copy
Business Impact
- Bounce rate: Verbose pages lose visitors quickly
- Conversion rate: Clear value propositions convert better
- Comprehension: Simpler copy is understood faster
- SEO: Search engines favor user engagement signals
Bottom line: Every extra word is a chance to lose your reader.
Core Principles
1. Lead with Value
Don't bury the lede: State your value proposition immediately.
Before:
At Applied AI, we have been working in the field of artificial intelligence
and machine learning for over a decade, helping companies across various
industries implement solutions.
After:
Applied AI delivers production-ready ML systems for Fortune 500 companies.
13+ years. Proven ROI.
Improvement: 28 words → 12 words, impact increased
2. Cut Filler Words
Eliminate these common offenders:
- "In order to" → "To"
- "Due to the fact that" → "Because"
- "At this point in time" → "Now"
- "It should be noted that" → (Delete entirely)
- "Basically", "actually", "really" → (Delete)
3. Use Active Voice
Passive voice is weak and wordy:
The model was deployed by our team after rigorous testing was conducted.
Active voice is direct and powerful:
We deployed the model after rigorous testing.
Even better (specific actor):
Our ML engineers deployed the model after 90 days of testing.
4. Choose Specific Over Abstract
Abstract (weak):
We provide solutions that enable organizations to leverage their data assets
for strategic decision-making purposes.
Specific (strong):
We build predictive models that reduce customer churn by 20-35%.
Writing Techniques for Brevity
Technique 1: The 50% Test
Process:
- Write your first draft naturally
- Cut 50% of the words
- Check if meaning survives
- Iterate until tightest version
Example:
Draft (48 words):
Our consulting services are designed to help companies that are looking to
implement machine learning solutions but may not have the internal expertise
or resources needed to successfully execute on complex AI projects from start
to finish.
50% Cut (24 words):
We help companies implement ML solutions when they lack the internal
expertise to execute complex AI projects successfully.
Optimized (15 words):
We implement ML solutions for companies lacking internal AI expertise.
Technique 2: Sentence Surgery
Identify these patterns and cut:
Redundant modifiers:
- "Completely finished" → "Finished"
- "Past experience" → "Experience"
- "Future plans" → "Plans"
- "Absolutely essential" → "Essential"
Unnecessary hedging:
- "We believe that..." → (Start with the belief)
- "It appears that..." → (State what appears)
- "In our opinion..." → (Just state the opinion)
Prepositional phrase chains:
Bad: "The model for the prediction of customer behavior in the context of retention"
Good: "The customer retention prediction model"
Technique 3: Power Words Over Weak Phrases
| Weak Phrase | Power Word |
|---|
| "Make better" | Optimize, enhance, improve |
| "Help with" | Accelerate, enable, deliver |
| "Work together" | Collaborate, partner |
| "Find out" | Discover, learn, uncover |
| "Get in touch" | Contact, connect, reach out |
Before:
We work together with clients to help them make better decisions about their AI strategy.
After:
We partner with clients to optimize their AI strategy.
Technique 4: Lists Over Paragraphs
Paragraph form (harder to scan):
Our services include predictive analytics for customer retention, generative AI
for document intelligence, algorithmic trading model development, and AI strategy
consulting for enterprise enablement.
List form (scannable):
Our services:
• Predictive analytics for customer retention
• Generative AI for document intelligence
• Algorithmic trading model development
• AI strategy and enterprise enablement
Page-Type Specific Guidelines
Landing Pages
Goal: Communicate value instantly, drive action
Word budgets:
- Hero headline: 5-10 words
- Hero subhead: 10-20 words
- Value proposition: 15-30 words
- Feature descriptions: 10-15 words each
- Call-to-action: 2-4 words
Example structure:
H1: AI/ML Consulting That Delivers ROI (6 words)
Subhead: We deploy production ML systems for Fortune 500 companies.
13+ years. Proven results. (14 words)
[3-4 key service cards, 15 words each]
CTA: Schedule Consultation (2 words)
Service Pages
Goal: Explain offering clearly, establish expertise, drive inquiry
Word budgets:
- Page headline: 5-10 words
- Opening value statement: 30-50 words
- Each service feature: 50-100 words
- Total page: 400-600 words
Structure:
H1: [Service Name] (3-5 words)
Opening: What it is + who it's for + why it matters (30-50 words)
H2: Why [Service]? (2-3 words)
- Problem statement (50 words)
- Our approach (100 words)
H2: How We Work (3 words)
- Process (bullets, 10 words each)
H2: Who We've Helped (3-4 words)
- Industry examples (50 words each)
CTA: Get Started (2 words)
About Pages
Goal: Build credibility efficiently
Word budgets:
- Who we are: 50 words
- What we do differently: 75 words
- Key credentials: bullets (5 words each)
- Total page: 250-400 words
Avoid: Long-winded company history, generic mission statements
Navigation Copy
Goal: Instant comprehension
Best practices:
- Menu items: 1-3 words maximum
- Dropdown descriptions: 5-10 words
- Button text: 1-3 words
Examples:
Good:
- What We Do (3 words)
- How We Think (3 words)
- Case Studies (2 words)
- Contact (1 word)
Bad:
- About Our Services and Solutions (5 words - too long)
- Our Thought Leadership Library (4 words - unnecessarily wordy)
Above-the-Fold Optimization
What Is "Above the Fold"?
Content visible without scrolling on typical screens:
- Desktop: ~600 pixels height
- Mobile: ~500 pixels height
Why It Matters
- 55% of time spent above fold
- First impression determines bounce vs engage
- Critical for conversions
Word Budget for Above-Fold Content
Maximum 50-75 words total:
- Headline: 5-10 words
- Subhead: 10-20 words
- Value prop: 15-30 words
- CTA: 2-4 words
Every word must earn its place.
Example: Landing Page Hero
Too wordy (126 words):
Welcome to Applied AI
We are a specialized consulting firm with extensive experience in the field
of artificial intelligence and machine learning, working with companies
across multiple industries to help them leverage the power of advanced
analytics and predictive modeling to solve complex business challenges and
achieve measurable results. Our team of experienced data scientists and ML
engineers has a proven track record of successfully implementing solutions
that drive ROI, from customer retention modeling to algorithmic trading
systems to document intelligence platforms powered by large language models.
If you're looking for a partner who can help you navigate the complexities
of AI implementation, we'd love to discuss how we can help.
Concise (37 words):
AI/ML Consulting That Delivers
We build production ML systems for Fortune 500 companies. Predictive
analytics. Generative AI. Algorithmic trading. 13+ years of proven
deployments.
[Schedule Consultation]
Formatting for Scannability
Visual Hierarchy Techniques
1. Short paragraphs: 2-3 sentences maximum
2. Bullet points: Break up text, highlight key points
3. Bold key phrases: Draw eye to critical info
4. White space: Give text room to breathe
5. Subheadings: Every 100-150 words
F-Pattern Reading
Research shows users scan in F-pattern:
- Horizontal movement at top (headline, subhead)
- Vertical movement down left side (scanning for relevance)
- Short horizontal movements for interesting content
Optimize for this:
- Lead paragraphs with key information
- Use left-aligned text
- Front-load sentences with important words
- Keep right margin ragged (don't justify)
Call-to-Action (CTA) Copy
Brevity Essentials
CTA buttons: 1-4 words maximum
Good examples:
- "Get Started"
- "Schedule Consultation"
- "Download Guide"
- "Contact Us"
- "Learn More"
Bad examples (too long):
- "Click Here to Schedule a Free Consultation" (7 words)
- "Download Our Comprehensive Guide" (4 words - slightly verbose)
Action-Oriented Language
Start with verbs:
- Download, Schedule, Contact, Explore, Discover, Get, Start
Not:
- "Click here"
- "Submit"
- "More information"
Mobile-First Conciseness
Mobile Constraints
- Smaller screens = less visible text
- Thumb typing = form resistance
- Slow connections = patience limited
- Distracted contexts = attention scarce
Mobile Copy Rules
- Cut desktop copy by 30% for mobile versions
- Hero headline: 5 words maximum on mobile
- Paragraphs: 1-2 sentences only
- Forms: Minimize fields ruthlessly
- CTAs: Finger-sized, 2-word labels
Example: Mobile Service Description
Desktop (75 words):
Our predictive analytics consulting helps Fortune 500 companies reduce
customer churn through advanced machine learning models. We specialize in
uplift modeling, next-best-action systems, and customer lifetime value
forecasting. Our team has deployed production systems for pharmaceutical
benefit managers, insurance companies, and financial services firms,
delivering measurable ROI through improved retention rates and increased
customer value.
Mobile (45 words):
We reduce customer churn for Fortune 500 companies using advanced ML models.
Expertise:
• Uplift modeling
• Next-best-action systems
• Lifetime value forecasting
Industries: Pharma, insurance, financial services
Results: Measurable ROI through improved retention.
Testing and Iteration
Metrics to Track
Engagement metrics:
- Time on page (higher = better engagement)
- Scroll depth (are users reaching key content?)
- Bounce rate (lower = better)
Conversion metrics:
- Click-through rate on CTAs
- Form completion rate
- Lead generation rate
A/B Testing Conciseness
Test:
- Long-form vs short-form copy
- Paragraph vs bullet format
- Detailed vs simplified language
Measure what actually converts, not what you assume.
Common Conciseness Mistakes
❌ Mistake 1: Over-Explaining
Problem: Assume users need every detail
Fix: Provide just enough to drive next action, link to details
Before:
Our process involves an initial discovery phase where we work closely with
your team to understand business objectives, followed by data assessment,
model development with iterative testing, deployment to production
environments, and ongoing monitoring and maintenance.
After:
Our process: Discover → Build → Deploy → Monitor.
[Learn more about our methodology]
❌ Mistake 2: Jargon Overload
Problem: Insider language alienates readers
Fix: Use plain language, define necessary jargon
Before:
We leverage state-of-the-art ensemble methods and gradient boosting
algorithms to optimize your CLTV prediction accuracy across heterogeneous
customer cohorts.
After:
We use advanced ML techniques to accurately predict customer lifetime value
across all customer segments.
❌ Mistake 3: Hedging Everything
Problem: Qualifying every statement weakens impact
Fix: State confidently what you know
Before:
We believe that our approach can potentially help improve your retention
metrics, based on what we've seen work in similar situations.
After:
Our approach improves retention by 20-35% based on client results.
❌ Mistake 4: Wordsmithing Into Opacity
Problem: Fancy language obscures simple meaning
Fix: Say it simply first, then don't "improve" it
Before:
We facilitate the operationalization of advanced algorithmic trading
infrastructures.
After:
We build algorithmic trading systems.
Integration with Other Writing Skills
Combines Well With
- seo-copywriting: Concise copy can still be SEO-optimized
- excellent-writing: Clarity enhances brevity
- plain-language: Both prioritize reader understanding
- pyramid-principle: Lead with conclusion, deliver value fast
When to Prioritize
High conciseness need:
- Landing pages
- Mobile content
- Navigation and menus
- Headlines and CTAs
- Service descriptions
Lower conciseness need:
- Long-form blog posts
- White papers
- Case studies
- Technical documentation
Balance: Even long-form content benefits from tight sentences and clear structure.
Concise Web Copy Checklist
Before Writing
During Writing
After Writing
Example: Verbose vs Concise Service Page
Verbose Version (203 words)
Generative AI and Document Intelligence Solutions
In today's rapidly evolving business landscape, organizations across various
industries are finding themselves dealing with ever-increasing volumes of
unstructured documents that need to be processed, analyzed, and understood
in order to extract valuable insights and make informed decisions. This is
particularly true in sectors such as insurance, legal services, and
financial services, where document processing represents a significant
operational burden and source of inefficiency.
At Applied AI, we have developed specialized capabilities in the application
of generative AI technologies, including large language models (LLMs), to
help enterprises automate the extraction, classification, and analysis of
information contained within their document repositories. Our team has
extensive experience working with companies to implement these solutions in
production environments, ensuring that they are robust, reliable, and
deliver measurable return on investment.
Whether you're looking to automate contract analysis, streamline claims
processing, or extract insights from large volumes of unstructured text, we
have the expertise and proven track record to help you achieve your business
objectives through the thoughtful application of generative AI technologies.
Concise Version (89 words)
Generative AI for Document Intelligence
Enterprise documents contain valuable insights trapped in unstructured text.
We use LLMs to extract, classify, and analyze this information at scale.
**What We Automate:**
• Contract analysis and extraction
• Claims processing workflows
• Regulatory document review
• Large-scale text analysis
**Industries:**
Insurance, legal services, financial services
**Our Approach:**
Production-ready systems, not prototypes. Robust, reliable, measurable ROI.
**Results:**
5+ enterprise LLM deployments. 70-80% reduction in manual document
processing time.
[Schedule Consultation]
Improvement: 203 → 89 words (56% reduction), increased clarity and scannability
Further Reading
- Don't Make Me Think by Steve Krug: Web usability essentials
- Made to Stick by Chip & Dan Heath: Crafting memorable messages
- Everybody Writes by Ann Handley: Web writing fundamentals
Remember: Web readers are impatient, distracted, and busy. Respect their time by saying more with less. Every word should earn its place or be cut.
