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Posted by Sticky Content to A/B tests, customer emails, digital copywriting, email, subject lines, writing for email

Thanks to a series of customer service content projects we’ve been doing, we’ve been learning lots about how best to write FAQs and Help content. One issue that crops up time and again is how long-winded FAQs often are. If an FAQ is a closed question — ie if it requires a yes or no [...]

Posted by Dan Fielder to brand building, digital copywriting, help content, Tone of voice

When we want people to click on a button and carry out an action, there are a number of widely used options for the word or words you put on that button. Off the top of my head, there’s [Go], [Submit], [OK], [Continue], [Confirm], [Proceed], [Select]. But which of these is the most usable, effective [...]

Posted by Dan Fielder to how to write form copy, writing for the web

It’s good every now and again to remind yourself of what scan-reading looks like in the real world.

Posted by Martin Wake to eyetracking, usability, Usability Week 2010, Web writing

Shorter descriptions = more prominent snippets = better search results? It’s only a theory, but we’d thought we’d share it. We know that Google often picks up your description to use as the snippet on a related search results page. There’s a maximum limit for snippets – 156 characters, but one school of thought suggests [...]

Posted by Dan Fielder to Writing for search