Introduction
Does your website copy sound stiff and unnatural? Are you using marketing-style language to sell, sell, and sell your reader the latest and greatest product or service? If your website is nothing but an empty box wrapped up like a pretty package, you probably need help with your website copy.
Clear, compelling copy attracts customers and persuades them to stay and take a longer look at your site. And if you’ve written killer copy, they’re likely to return again and again. You might feel overwhelmed with where to start, but no worries. You don’t necessarily have to scrap all your hard work and start over again. A few fundamental rules will help get you on the right track to great website copy that works and will keep working for you.
Do write in plain language
We often complicate writing with big words and jargon because we think of it as more sophisticated and academic. No one wants to look stupid, but use too much jargon and it’s indubitably apparent that we’ve achieved the opposite affect. Indubitably apparent? Huh? Present your information in a clear and factual way, so the user is not left feeling frustrated or confused.
Do write the way you speak
With the exception of some industries that need to apply technical or industry related jargon, most copy can be written using a more informal and friendly voice. Pretend you’re having a casual conversation and your website copy will come through with less effort and more sincerity.
Don’t be wordy
Too many words weaken your message and make you appear less credible. Check out some of the options you can use to eliminate wordiness.