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2.1 Landing pages and static content
Specific word counts for landing pages and static content will vary by project. This content is written to describe a department, a person or an institution on a website in a way that’s meant to last. This type of content is meant to be written once and then updated no more than once a year, unless a major change occurs that requires new copy. For that reason, this copy should be evergreen and should hold up to the test of time. No mention should be made of very timely topics or events. This type of content is usually giving directions or serving as a summary of a department or type of service. The content should be to the point, using an active voice and should not veer into the territory of peppy or sales-oriented in tone.