Good web copy doesn’t sound like marketing. It connects.

Most web copy is written for the business, not the reader. Effective & good web copy will not feel like a marketing brochure to the visitor. It will feel like a conversation with someone who fully understands and empathizes with the visitor’s issue.

The most common mistake companies make with their web copy is to start with information about their company. Companies write things such as “We are the leading provider of…”; “We have been in business since…”; “We provide the best…”. Nobody visiting your website cares about this information when they arrive, so if they have a problem, question, or need, then you should be able to address this in your very first sentence before they even scroll down.

Writing effective web copy requires utilizing the reader’s language. It will create a distance between your audience and you when using technical jargon, buzzwords, or an overly polished corporate writing style. You may develop a base of rapport with your audience if you can use the precise terms they would use to describe the problem they are trying to address. The closer your writing resembles your audience’s thinking, the more trust your audience will develop toward your business.

However, good web copy is not vague. An example of vague copy may be “We make businesses grow”, while an example of specific web copy is “We assist small e-commerce brands in increasing their returning customer rate by 50% within 90 days.” One makes you feel something. The other could be directed to anyone and as a result, cannot be directed to anyone.

Finally, good web copy also knows when to stop writing. Each additional sentence does not advance the reader and therefore does not assist you. Achieving brevity is not a sign of sloppiness in your web copy, but rather a display of respect for the reader’s time and attention.