Don't Forget A Strategy for Microcontent—Headlines, Decks, Buttons and Links—When You Redesign Your Site
http://www.iabc.com/cwb/archive/2004/1004/microcontent.htm

Wylie, Ann
Communication World Bulletin
2004

Abstract:

Little things mean a lot. Especially online. Microcontent—or the headlines, decks, subheads and other 'small' pieces of web copy—actually do most of the communicating on your web site. Handled poorly, microcontent can confuse and frustrate web visitors. Here's how to write microcontent to communicate to—instead of discombobulate—your readers.