Too Much Text
Do you really expect me to read all this?
Study after study has shown that people do not read online. Since the subject of writing for the Web is covered in detail in Chapter 7, we will only summarize this sin here.
No one reads full-paragraph text on the Web. People get lost if there is no clear hierarchy or flow to the organization of the text.
Figure 4-16 shows an example of a landing page for a PPC campaign. The page is stuffed with detailed, long-winded text and has dozens of hyperlinks along the sides. Chances are, it also pulls double-duty as a page for SEO. Even if this is the case, there is simply too much information. Most site visitors will be overwhelmed by the amount of text and won’t read it.