Marketing collateral best practices

Updated: Apr 12

An excellent website experience ultimately comes down to offering value-added information that leads to contact us. Think of your website as a 24/7 digital salesperson.


A digital salesperson’s product pages have a differentiated value-proposition headline with short sentences and paragraphs. Sentences of about 25 words or 70 words per paragraph are enough. This strategy allows a customer persona to scan the information in a few seconds, which is all the time he or she has for you at this point.


Paragraph one is a short discussion of the product, service, or technology value. Each of the following three paragraphs discusses one significant benefit that supports the value. A total of four paragraphs is all you need.


You’re convincing the customer persona you completely understand and feel his or her problem. You’re creating a digital relationship unlike competitors who are out of touch writing endlessly about features.

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