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Beauty of Brevity

Author: JLB

Published On: January 23, 2009

When I was a student, I regularly turned in papers that were well below the assigned word count.  I never really meant to…they just sort of turned out that way. Yet, in spite of my detour from the letter of the law, my grade on a given paper was almost always among the highest in the class.

With a bit of hindsight, I’ve realized that the brevity of my writing was likely a key to my academic success.  Those professors probably assigned 3,000 words on “King Lear” because their experience told them that most students would need that much space to get around to saying anything. I said something, but left out the filler — even though I’d wager that I spent more time writing five pages than many of my classmates spent writing eight.

While my pared-down writing style wasn’t intentional( it was just the only way I knew how to write), I’m finding now that my natural tendency towards less over more serves me well as a copywriter. If my professors, staring down a stack of ungraded essays, appreciated seeing the a compact arrangement of the essential ideas, the average website visitor probably appreciates it more.  Most of the time, folks on the Web want to find the desired information quickly and with minimum effort.

Of course, in copywriting, merely including the relevant information isn’t enough. Style and syntax are critical if the text is to have any life on the page (or screen). In truth, the smaller the body of text, the more carefully these various elements have to be balanced. Add to that a need to keep SEO in mind (keywords, headings, etc.) when writing specifically for the Web.

Condensing all of the previously mentioned elements in to a seamless bit of text is one of the most satisfying and challenging tasks I perform at JLB. The work can be mentally exhausting, but a result both that appears effortless and tells the client’s story is well worth the struggle.

It’s remarkable working with the team that treats your business they would their own with drive, innovation, humility and a shared love of bringing great things to the wonderful Franklin & Nashville community.


RED DOG WINE & SPIRITS – Nashville Web Design


“In the search of looking high and low for a Ecommerce website design firm, we came across JLB. They are now like a part of our family and strive to do all they can to take our sales and growth to a whole new level. We recommend JLB to everyone we come across looking for a solution to their website needs.”


Chad, BOWADX – Franklin TN Web Design

“JLB has been the driving force  that has launched our company into the media spotlight, gaining us publicity through a broad cross-section of business related media including new apps and interactive activity for our clients. We are moving forward with our second web design with JLB and will continue to make them part of our team.”


John, The Perch – Brentwood TN Web Design

“I started with JLB when they first opened fifteen years ago, when they redesigned a website for me.  They are my go-to company for anything to do with web sites. These guys are professional, talented, creative and an energetic team. I will always go to JLB first for my web design work. Thanks JLB.”


Phyllis, Carneros Winery – Nashville TN Web Design

We were having problems with our online brand and digital marketing. JLB was great. Worked through it with us, created an amazing presence and business is great. The staff at JLB is fantastic too. Friendly and always there for you.


Life Line Repairs – Nashville TN Web Design

I and all of us at Sports & Entertainment Nashville TN have been thrilled with the website you guys did for us, and especially the professional service and communication you guys have shown.


Sports and Entertainment – Nashville Web Design

We interviewed several web design firms, but found that JLB’s talented team was the most creative, innovative, and professional. Choosing JLB has been a great decision! We are fortunate to have JLB be a part of the BMC Metalwork’s future as we continue to enhance our business.


Jimmy, BMC – Franklin TN Web Design

“There were a number of website design companies in Nashville that would have done an adequate job for our company. The difference was that JLB wanted to be our partner and has been for 11 years. STAR Physical Therapy has been blessed to have them as a teammate.”


Regg Swanson, STAR – Franklin TN Web Design