![\"\"](\"http:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2018\/04\/jeshoots-com-219386-unsplash-300x200.jpg\")
Although the phrase \u201cless is more\u201d first appeared in a Robert Browning poem in 1855, it only entered the modern lexicon when it was adopted as a mantra by the minimalist architect Mies van der Rohe in 1947. The fact that the phrase is still in common use today is indicative of its simple, powerful message as well as its ability to serve as a guiding philosophy in architecture, literature, art, and\u2014you guessed it\u2014marketing, especially web copy.<\/p>\n
Why bother striving for minimalism in your website text? Simply put, today\u2019s website visitors typically do not have the attention spans or inclination to wade through \u201cwalls of text\u201d when they reach your website in search of information. If anything, a casual website visitor is looking for high-level, scannable information where they can decide for themselves whether they want to take a deep dive into more in-depth information.<\/p>\n
Adopting a \u201cless is more\u201d mentality for crafting your web copy can be challenging, but it\u2019s absolutely worthwhile. It necessitates a nearly ruthless attitude towards cutting and refining text, honing your message to a razor-sharp edge so that a website visitor can absorb your overarching message in a glance. Before you can refine and minimize your text so that it grabs website visitors, you may want to spend some time getting a handle on your firm\u2019s overarching message if you haven\u2019t already: who are you? What is your mission? What are you all about? This can be accomplished through an in-depth messaging session.<\/p>\n
As you set about drafting your web copy, it\u2019s important to keep in mind the actual user experience that a potential visitor would have. For example, your home page should ideally communicate who your company is and what it does in a sentence or two, above the fold, with no scrolling required either on a mobile device or a computer.<\/p>\n