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It also provides readers with the most information, while still being succinct. Where to Put Them Links inserted between paragraphs can interrupt the reading experience, so it’s always best to interweave links with your text. The exception to this rule is at the end of your copy, where you might want to include links as next steps for readers. The space at the end of a page is also a good place to include links to “by the way” information – links that aren’t important enough to distract from your text, but still have some usefulness.

Since your audience are experts in the field, you can assume plenty of knowledge and use jargon comfortably. But if you had failed to learn that your target audience was experts, you might feel the need to define any jargon you used, and to assume very little knowledge. You might explain some basic information about cameras, or define jargon terms like “wide-angle lens” or “aperture”. The first version of the page, targeted at experts, would probably go down well. The second version would seem condescending to most experienced photographers, and would quickly see the website’s visitors navigate away to somewhere else that understood them better.

How much is this going to cost me? How will I manage the costs? • What sort of quality will I get? Will it stand up over time, or will I need to have it redone in 6 months? This brainstormed list gives me some good ideas about how to target the piece of writing. I need to make sure these questions are all answered. 47 Writing Useful, Functional and Concise Copy People will also have a different understanding of the services they may be hiring. They may have worked with someone who called themselves an “information architect” in the past, but who carried out a very different service than what I’m offering.

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