10 Commandments of About Us Pages (continued)

Commandment 5: Honor thy readers and their attention spans. Hurried visitors will be more likely to finish your page if you ruthlessly cut anything that’s not crucial for that enticing overview. Can’t bear to part with a paragraph that’s unnecessary for the Big Picture? Move it to another page and add a link. At the same time, give good material its due. Some topics need explication, and some audiences (especially literary folks) enjoy longer copy.

Fifth in a series; for the series so far, click here. Commandment 6 will be posted in mid April.