Simple tips for more powerful writing.

Don’t make your customers think too hard.

Being clear is more important than being clever. We don't want to make our customers have to think too hard. If you have to spend time to explain your idea that is supposed to be communicating the value of your business, you’re making it too hard for your customer. If they don’t understand your message, they’ll click away.

Banish the BS.

That stands for Business Speak. When people resort to inflated puffy words like synergy, best-in-class, solution leader and paradigm shift, their message loses meaning. Give yourself a break and just try to write as you talk. The resulting copy will be far more approachable.

Add subheads to your copy.

White space is your friend. Subheads guide the eye down through the page. Your copy might be straightforward, but you can have a little fun with your subheads. Subheads should tell the story of the page.

Write for people.

Don’t sacrifice human legibility at the expense of search results. Google recently made some changes that negate a lot of the hardcore SEO practices of the last 10 years. One thing hasn’t changed, the need for compelling content.

Talk like a human.

Keep it conversational and clear. Also be careful about industry jargon. Watch that industry jargon. You work in your industry. Of course, you’re an expert in it.

Point of view.

1st and third (I and we) are more conversational. Third person is more formal and may be more appropriate for medical and legal offices.

People like to do business with people they know and adding a photo gives a sense of who you are. A photo is also very powerful for sending non verbal messages.

Proof your work.

You will make typos. Ask someone else to read it. Read each page backwards and be sure to read out loud. And check those headlines.

Happy writing! :)