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Making it shorter

Making it shorter

Those who publish content and those who read it are often at odds. The publisher is producing content – often lots of it. The reader filters content, discarding irrelevant or unnecessary material along the way.

The internet is awash with examples of organisations who have removed content and seen an uplift in customer satisfaction, task completion, on–boarding, online sales and conversion.

In this post you’ll discover:

  • how Cicero, Blaise Pascal and Benjamin Franklin can help improve your content
  • why investing time in your content will pay dividends
  • why organisations have to deal with complexity for the sake of their users
  • how reducing content helped an online company increase in–bound leads by 200%

Read Gareth Dunlop’s thoughts on I was going to write a shorter letter but I didn’t have time, first published February 2016.

By Gareth Dunlop

Gareth formed Fathom in 2011 and has been in the business of design performance for over two decades.

View more insights by Gareth

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