Recently, an old web project came up in discussion. Like any web site you work on, you learn something about a client and their services. One would think after 25 hours of web development and reviewing a client's thoroughly their copy that I could tell other people about this client. In fact I can tell people what field the client specializes in, but I can't tell you any other details. Their web site copy was so far above my head, that I don't fully understand what services they offer.(My genius has been questioned by a few people - including myself - but still.)
Too many company web sites use "corporate verbiage" or other high end vocabulary for their web copy. Remember that the user might not always use the same words or phrasing. Web writing, like your web site, should be clear, concise, and simple. There is no benefit in writing above the average comprehension of your users. In most cases being a vocabulary scholar confuses users and makes retaining information from your site difficult. How many sites do you visit regularly because the writing is extraordinary? I'm guessing not very many, if any at all. You probably visit sites that provide high quality content.
Your site will keep people coming back if it offers high quality content that is easy to read. Use a conversational style of writing. Be informative and interesting at the same time.
Want to get more great info? Check out the articles below:
- The Content King of the Internet
- Advertising and Marketing that Sells
- Does Your Headline Grab Their Undivided Attention?
- Get Your Audience Involved Through Their Emotions
- Words with Pizzazz and Razzle Dazzle
- Web Copy Argument: Short or Long?
- Simple Long Copy Advice
- Promotional Headlines for Your Event
- Keep Your Text Columns Narrow
- Is Your Text the Right Color?
- Proofing your Work On Paper
- The Event Promotion System
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