Simplicity
Make your web content sound simple. Try not to use difficult and confusing words. The visitors should get your message immediately. They are not going to make much effort to understand if you are being too academic. They would simply click away and you may lose a potential sale.
Your Website Copy must APPEAR easy to read before your visitors start reading it. Use an easy to read layout for your web content. Bullet points are very effective. People scan rather than read online.
Conversational
Use a consistent style of writing throughout your website. Getting the right tone is treading a fine line. Too formal, and the website seems cold and inhuman. Too informal, and the site can seem frenetic, erratic and pushy. Write in a friendly and interesting manner. Don’t sound boring and impersonal. Your visitors should enjoy reading your web content and get hooked into it.
Make website copy sound informative and professional to your customer at one time, and entertaining and friendly at another.
