There are no secrets for good or adequate writing on the web. However, there are definitely tips that can improve your writing. One of the problems that people get into on the web is trying to make their product/organization/service “sound” professional. That attitude often yields awkward sentences like this one:
We facilitate discussions on issues of import to us all including impending legislation on our common values.
There are many problems with this sentence, but one that sticks out is the phrase “of import to us all”. Always remember your audience when writing. Try to keep in mind that not everyone is a native English speaker.
The key to good copy:
Figure out what your company does. Then, say what it does. Do not try to be poetic or using words that are not in popular usage. Do not speak jargon. Well written copy is like perfect prose, it doesn’t need embellishments.
Bad copy:
Company XYZ leverages it’s resources to facilitate habitats for the economically disadvantaged. Our program helps the economically disadvantaged sustain domiciles. Our primary economic funding is granted by government, but we also accept relief from the local community. This strategy is effective because we bridge networks with local businesses (from your local fish-keep to the merry haberdasher) and organize vocational opportunities.
This copy is full of jargon. It might give customers the idea that you have an inflated view of yourself. One of the main things you want to try to communicate within the first moments that someone visits your site is that you know what you’re doing and you’re a legitimate business. This copy says that you might be a legitimate business, but that you’re also full of hot air.
Better copy:
Company XYZ provides homes for low-income people. Our program not only puts people in homes, but makes sure that they are able to keep them. We network with local businesses to arrange job opportunities. The majority of our funding comes from government grants and donations made by the local community.
This copy tells people what you do, how you do it, and why it needs to be done. No self-importance, easy readability, and it doesn’t alienate it’s reader.
Even Better:
What we do:
Company XYZ provides homes for low-income people and helps with employment.
Who funds us:
The majority of our funding comes from government grants and donations from the public.
How it works:
We network with local businesses to arrange jobs opportunities.
Why it works:
Our program not only puts people in homes, but makes sure that they are able to keep them.
If you clarify your message, you come off as genuine, establish trust, and sound “natural”. Instead of filling up with hot air, let your product/services/ideas elevate you to the heights that you’re trying to reach.
