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Concise tone

Why use ten words when five will suffice? Web users – particularly on mobile devices – tend to scan content, rather than read it. They simply don’t have the time to witness the breadth of our vocabulary, so it’s important to be succinct. This applies to words as well as sentences. With on-screen space at such a premium, every syllable counts.

Every letter counts. Pack as much information as you can into the smallest space you can.

For example

Avoid: Hilton is happy to have your guests stay with us. Locate the rooms that fit your event’s exacting standards.
Try: Planning an event? Find the perfect rooms for your guests.

Avoid: We have some very special wedding offers available. Take a look at the range of great deals below and say “I do” to big savings!
Try: “Say “I do” to savings with our wedding offers.”

Avoid: For Hilton Houston Hobby Airport hotels, stay at the Hilton Houston Hobby Airport, located just 5 minutes from Houston Hobby Airport, with free shuttle.
Try: Stay at Hilton Houston Hobby Airport hotel, just five minutes from the airport by free shuttle.

Avoid: Consider many of the fun things to do in the local area while visiting Chesterland and get the most from your stay with us.
Try: Explore lots of nearby attractions while staying with us.


Once you’ve edited a phrase down, revisit it. Be ruthless. Remove anything redundant. Avoid empty phrasing such as “in order to.” Create active, concise copy with information-carrying keywords.