Chunkify!

A practice in writing short,
reader-friendly web pages.

"Welcome" Statement

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First 3 Words

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Cut Redundant Copy

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Promise is a Promise

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No History Lesson

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Services Before Expertise

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Facility Factoids

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Summarize What You Do

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Vague Subheadings

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Break Long Paragraphs

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Consistency is Powerful

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Style Stands Out

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Captions & Images

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List Lovin'

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Contact Info in Header

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Chunkify Button
1-800-BRIGHTB
info@brightbros.us
Please tour the newly designed Bright Bros. website and browse our full line of trailers.
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Lose the "Welcome" Statement

Users don't need to be told that they can "tour" your website. They know. That's why they're on your site. Nor do they need to know that your site was recently designed. General "Welcome" statements like these offer no value to your users. It's a waste of their reading time and dilutes the good headline already in the copy!

Chunkify!

Whether you desire fewer repairs, more payloads, fewer repairs, more payloads.
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Value in the First 3 Words

Ah, the power of the first 3 words. Users scan web copy quickly, thinking, "What's in it for me?" Nail down their pain points (what they care about) and put the value up front.

Chunkify!

or increases in business productivity,
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Cut Redundant, Unnecessary Copy

Besides the wordiness, let's talk about how redundant this phrase is… To users, it's pretty obvious that fewer repairs and more payloads will "increase business productivity."

Chunkify!

you can count on us for all your trailer needs.
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A Promise is a Promise

No matter how sincere you are, a promise is still a promise and every company in the industry can make the same one. Don't waste users' precious time with "Marketese" and generic promises like this. Find the thing that makes you stand out in your industry and write that instead.

Chunkify!

Bright Bros.'s Aluminum Trailers last 2x longer than any other aluminum or steel frame trailer.
Orange Tractor Trailer

New! TX-6021 Transfer Trailer – Snap side panels, interior joints, weldless mirror-finish exterior.

Since 1987, it has been a dream of Oliver and Theodore Bright's—founders of Bright Bros. Manufacturing—to develop a line of trailers that would one day become the standard in trailer production.
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History Lessons Not Welcome

We understand how badly you want to talk about your company's history and expertise. But this isn't the place to do it. Save it for the About or Industry Expertise page so this paragraph becomes shorter. Long paragraphs aren't read!

Chunkify!

The Bright Bros. team now consists of 250 highly skilled and experienced employees who believe that customer satisfaction is a #1 priority.
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Sell Services Before Expertise

If users haven't had time to buy into your product or services, talking about your great team isn't going to help. Since this isn't the strongest 'point' in the paragraph, let's cut it.

Chunkify!

Over the last 5 years, Bright Bros. has grown immensely! Our facilities now make up over 300,000 sq ft on a campus of 75 acres. Today,
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It's nice that your company is growing but…

Facility factoids are irrelevant to most users. Remember, it's not that this information shouldn't go on your website. It just shouldn't be one of the first things users read in your copy.

Chunkify!

Bright Bros. is a leading manufacturer of dependable aluminum trailers for all your Cargo, Demolition, Construction, and Waste Management needs. Bright Bros. is a leading manufacturer of dependable aluminum trailers for all your Cargo, Demolition, Construction, and Waste Management needs.
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Summarize What You Do

Now this is subtitle material! A subtitle should be 1-2 sentences long and expand on the content in the headline. The additional content helps users quickly decide if your site has what they need. If it does, then they might want to know about the number of employees or size of your facilities.

Chunkify!

TrailersOur Trailer Lines
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Vague Subheadings Don't Cut It

Trailers? What about trailers? Whose trailers? Be specific and use subheadings to summarize the content below so users can decide if they should keep reading.

Chunkify!

Choose from a variety of trailers that can be custom-tailored to meet your specifications: Flatbed: Easy side and rear loading and unloading access come standard in our line of multipurpose Flatbed models.

Flatbed

Easy side and rear loading and unloading access come standard in our line of multipurpose Flatbed models.

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Break Long Paragraphs into Small Chunks

Notice a trend? All this helpful information runs together in one paragraph. Break long copy into short chunks and add subheadings for clarity.

Chunkify!

Dump: An innovative square-bottom design is used in every one of our Dump models for maximum stability and resistance to body twisting.

Dump

An innovative square-bottom design is used in every one of our Dump models for maximum stability and resistance to body twisting.

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Consistency is Powerful

Apply similar styling to items that belong together. Consistency goes a long way in improving reading comprehension on the web.

Chunkify!

Moving Floor/Transfer: Our Moving Floor or Transfer models are designed to handle the heaviest volumes of bulk material in the most demanding conditions.

Moving Floor/Transfer

Our Moving Floor or Transfer models are designed to handle the heaviest volumes of bulk material in the most demanding conditions.

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Style Stands Out

A little color and spacing helps shift the user’s gaze to information you want noticed.

Chunkify!

The TX-6021 is our newest transfer trailer model, designed with innovative technology and engineered with snap side panels, interior joints, and a weldless mirror-finish exterior.
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Captions & Images – They Belong Together

Images should always have captions, especially product images. So let's make this sentence work better in context with the trailer it talks about. Oh, and let's shorten it to an appropriate caption-length.

Chunkify!

Built to outlast the competition, every Bright Bros. trailer is specially engineered with a one-of-a-kind aluminum alloy that is: Lightweight, Low-maintenance, Anti-corrosive, and Watertight.
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List Lovin'

Remember, users scan web copy quickly! A list of items shouldn't be buried in a paragraph. Pull out the items into a bulleted list so they visually stand out.

Chunkify!

  • Lightweight
  • Low-maintenance
  • Anti-corrosive
  • Watertight
 

Chunkify! is an interactive experience that exposes the truth behind reading on the web: Users don't read, they scan.

To be exact, users hardly ever read web pages word by word. Users scan copy, looking for keywords or phrases that point to the information they really want.

Chunkify! is a call to abandon the novelesque web page in favor of a reader-friendly writing style that supports users' scanning behavior. The purpose of Chunkify! is to help you visualize the positive impact "chunkifying" has on a web page's appearance, and ultimately, the likelihood of users reading (well, scanning) web copy.

Chunkified copy uses...

Why the Tractor Trailer Theme?

Let's just say that we were inspired by a certain example of what not to do when writing for the web.

Makers of Chunkify!

Chunkify! is a bright idea from Bright Orange Thread, a web design and marketing firm committed to helping you feel comfortable with the idea that your website is less about you and more about your users. (Positive user experiences lead to more satisfied visitors, which leads to increased business!)

Chunkify! — the Service

Need a web page chunkified?

Send us the link and $100 and we will Chunkify!

Why we made Chunkify!

As diehard fans of usability and usability experts like Jakob Nielsen, we're always on a crusade to make the web a better place for users.

For the last few years, our efforts have focused on educating clients about the way users consume and read content on the web, which we do through our Writing for the Web training sessions.

The overwhelming positive response we received from clients led us to the concept behind Chunkify! — an interactive, engaging platform for learning about writing for the web. When we came across I Made Tea by Joe, we were inspired to actually create Chunkify!

The Word on the Word

We began using the word "chunkify" to explain web writing best practices (short, succinct, scannable copy) in our training sessions.

Over the years, chunkify has taken on a life of its own. The word now represents something bigger than we could have imagined. It represents our philosophy. It's a movement for the benefit of the user. It's a mindset for the business or organization looking to communicate more effectively with visitors.

Chunkify! — the Service

Need a web page chunkified?

Send us the link and $100 and we will Chunkify!