Simpler Is Better

The keys to more effective online copy-writing

Americans average close to 33 hours a week online, whether it's conducting research at work, reading email, catching up on the latest industry news, or following friends on Facebook. As a result, many researchers say, the Internet may be shortening our attention spans. So what does this mean to businesses? By considering the needs of the "modern" reader, you stand a better chance of maintaining their interest at your website — and building a relationship! Here are a few simple rules for effective online copywriting:

• Start with a bang. By the end of the first paragraph, your readers should know what your article is about. Even more important, they should understand why the information in the article is important and relevant to them. If you bury that information, chances are the reader will be turned off before they even get to it.
• Keep it short and simple. Use a simple sentence structure in your writing — that is, no run-on sentences or words that require a reader to reach for the dictionary. This is not the time to wax poetic about a product or service. You want readers to easily decipher and digest your message. Read through your piece and delete the words that are just taking up space rather than adding meaning.
• Get rid of "hype" words. Experts say that removing words like "most," "best," or "greatest" can improve the readability of an article by up to 27 percent. So, rather than proclaim that you offer the "best customer service," write that you offer "quality customer service" or "excellent customer service standards."
• Edit! One of the best ways to edit is to read your work aloud. If you trip over a sentence, go back and rewrite it. Your goal is to make your writing as clean and clear as possible.