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"Client’s Disease" is an interesting thing. I think 9 times out of 10 I work with a client on their website or landing page there's either far, far too much cop
by iamben 8y ago
"Client’s Disease" is an interesting thing. I think 9 times out of 10 I work with a client on their website or landing page there's either far, far too much copy (and nobody really wants to read it all) or the copy is written with the assumption that everyone already "gets" it.
It's always interesting asking them to take a step back, or to get someone else that's never seen the product in the room and asking "look at this website - what does this company do?" It's _really_ easy to assume that everyone else understands your product just because you look at it every day and it's clear to you.
- Veen 8y agoAs someone who writes copy for a living, I can tell you one reason that happens. The client may insist on a word count or an agency links payment to word count. If the client insists that a page must have 500 words of copy and they’ll pay me X amount for those words, they’re going to get 500 words whether or not that’s the right choice.
- a3_nm 8y agoThis is the phenomenon where, for an unfamiliar-but-notable website X (and especially for startups), the Wikipedia page for X often does an incomparably better job than X of conveying what X is and what it's doing.