Website writing is lean and fast. Word choices and sentence structure work like an engine, pulling people deeper into the experience. Information leads. Emotion follows. Identifying and prioritizing the information, then expressing it as concisely as possible makes a website pop. Know what people are looking for. Let them have it fast. Keep an eye on industry leaders to see how they write. Be inspired by their approach then make it your own.

Unless, of course, you’re writing for a highly creative animation director in New York. Then all that goes out right the window.

Quarter20 is a Chicago design firm, where a fluid, friendly informative tone was used to engage potential clients and clarify their services.

Daniel Garcia, the NYC Director/animator,  was frustrated at having to describe himself to clients. Skipping the usual bio/cred list, I made a FAQ to capture his attitude and style.