For the purposes of this initial site build we will focus on the strategy for the smaller content sections of the site. As the site grows to include projects and other resources, we will need to revisit the content strategy.
All content should be presented in a professional, business-type manner. Avoid conversational tone and present fact, numbers and statistics whenever possible.
Don't Waste Users Time
Avoiding too much content is essential. Paper Tiger recommends a minimum of 300 characters and a maximum of 400 characters per content block.
Reiterate calls to action
Let users know what the next steps are and how they can be taken.