I didn't see any mention of the customer, as in of the end-user variety. The client is the customer but the client's customers are the real customers that matt

I didn't see any mention of the customer, as in of the end-user variety. The client is the customer but the client's customers are the real customers that matter. Sometimes you need to write your own s4it and then test it out. You might find that it is just a matter of not using their language. We classify products in numerous ways - or the client does - but the customer just thinks of widgets. They haven't a clue for what a 'contemporary widget' is or the difference between a 'vintage' and an 'antique' widget is. They just want a widget. Whittling down your copy might be the wrong way to go, sometimes the copy is needed but the language needs to speak to the customer. If it is in their language then you stand half a chance. There is also an aspect to this that concerns 'dumbing down'. As you mention there could be fans who want to know it all, you have to write for them too. One thing is that on the web we are not restricted to physical space like how a newspaper is. So specifications can be tucked away or the story can be tucked away. If you are reading a recipe you might want to hide the list of ingredients or the method if the bit people want to know about is the eating. Too often a visual design process for the web strips content out rather than think through how to tuck information away in such a way that it is engaging content.