The importance of good copy-writing.

One of the services we offer our clients is having their copy professionally written. However, sometimes people like to do this themselves and so below are a few pointers that you may find helpful.

The first aim of your website is to encourage your potential customers to read it!  If the text on a website has the air of something one has to “plough through”, it will be off-putting for many people.

Have you noticed that an attractively presented meal is always more appetising than the identical food just shovelled onto a plate?  In the same way, text that is well laid out is more readable than dense slabs of prose.  The spaces around the text are almost as important as the words themselves.

Paragraphs need to be as short as possible.  Generally, points that are made at the beginning and end of a paragraph stand out and are more memorable than anything in the middle.  You can also create emphasis by highlighting points using a whole range of techniques such as

• bold italics
• upper case
• change of colour
• different typeface
• text boxes
• bullet points

Think about whether you really want your right-hand margin justified.  This is neat but can make a longer paragraph look indigestible.

To keep your prose “alive”, vary the length of your sentences and include a light sprinkling of snappy ones.  Avoid long, rambling sentences which can be hard to follow.

Then there are the words you use.  A high proportion of long words will hinder the average reader.  Other stumbling blocks are

• obscure words
• jargon
• abbreviations
• foreign phrases

In short, plain English will make the content of your website easily accessible to almost everyone.  This does not mean it has to be bland!  Here are a few style tips:

• Let nouns and verbs carry your meaning.  Adjectives and adverbs are often used to try and enliven weak words.  It is always better to find a strong word that needs no embellishment.  Eliminate “very” wherever possible.
• Be vivid - use evocative words. 
• Use exact and concrete language which paints pictures in the mind. 
• Make use of similes and metaphors where appropriate.
• Avoid passive verbs.
  

If your copy is composed with imagination and flair, it will be vibrant as well as informative.   We will be happy to provide professional help in this area should you request it.