Anyone can have a website, but not everyone can write good copy.

Writing simple effective copy is much harder than it looks, but it can be learned.

(copy = the words used on your website to describe products, services and content)

That doesn’t mean your copy needs to be short. If you are describing a product or service you will need to make all the statements that need to be made. Make sure you use proper sentences and grammar, but don’t waffle. Waffling is the number 1, 2 and 3 bane of all copy writing. That more than anything else will get your suddenly bored reader hitting the back button so fast they won’t even know they’ve done it.


Simple statements often work best. Steve Krug wrote a great book about human-computer interaction and web usability called ‘Don’t Make Me Think’. Even just from the title: don’t try to be too creative or clever as this can require people to think harder than they are prepared to. People using the web are looking for information or entertainment so give them what they want. Don’t make them think too hard.

The thing to be aware of is that nobody actually reads anymore. People scan. They glance. On any given webpage there is a lot of competition for our attention, and patience is not a virtue found online very much. With one click your readers can leave, and the first place they will go is straight to your competitor. They don’t have to read the whole thing you’ve beautifully written, and they don’t. Research suggests that only 16% of people read web pages word-for-word (source: Jakob Nielsen’s Alertbox).

How do you write for scanners?
• Bullet points
• Meaningful sub-headings
• Short sentences and paragraphs
• Stay on point.

Don’t treat your web visitors as if they were academics who routinely read complex text. Write for lazy people by using simple words and phrases. Avoid jargon and repetition.
• “We are Enthusiastic.” “We are keen.”
• “It’s your opportunity.” “It’s your time.”
• “Participate in.” “Try out.”
• “A great achievement.” “A great win.”


Write a first draft then edit it. Chip away at unnecessary words, and clarify what you’re trying to say. Make it shorter, more engaging and more persuasive.
Visual appeal is very important. Too many blocks of straight text will have people pushing the yawn button. There are a few different ways of going about it, and it depends on the context, but consider having a visual for every 2 paragraphs (like what we have NOT done here). Consider larger font sizes for the most important points and try out bolditalic and CAPITAL text to catch the scanning eye. Adding images or videos can quickly help visitors ensure they are in the right place whilst they scan your copy. Don’t make it too crazy though. There is a fine line.


Before you write anything, get a sense of who your reader is. Who are you writing for? what is their age, gender, employment, education, income and lifestyle. The more you know the better. If you’re able to visualise your reader your writing will be more persuasive and accessible not just for who you are writing for, but for everyone.