When writing web copy:
- make it simple,
- keep it short.
Readers on the web tend to scan text. They don’t read every word. Faced with a long block of copy and unfamiliar terms, they stop short. Maybe they leave and go to another site.
To avoid that, follow these suggestions:
- Go easy on the jargon. Every industry has its own terminology and at times you have to use it. If your audience includes those unfamiliar with these terms, though, you risk losing those people. Use “plain” language whenever you can.
- Lose the modifiers — adjectives and adverbs have their place, but you weaken your copy by overusing them. Use strong nouns and verbs and you’ll make your point — effectively and efficiently;
- Axe those multi-syllabic words and long sentences. I’ve read that web content should be written at an 8th grade level. Keeping this suggestion in mind will help you write better copy;
- Don’t try to cram too much into one place. Focus on one idea per paragraph;
- Finally, another tip. Use bulleted lists. They make for easier reading.
About Regina Fried
