10.31.08
More killer – less filler
On the web, content is undoubtedly the most important asset. I recently started rereading a great book by content guru Gerry McGovern called Killer Web Content. The book really is essential reading for anyone who’s serious about writing punchy and effective web copy. After all, content is what delivers services and sells products.
The main premise is simple: more killer, less filler. It’s about providing visitors to your site with the right information at the right time. The book also contains some great tips for writing compelling copy and headlines.
I am by no means the grammar police :), but I thought I’d share some of my favourite writing tips from my own experience.
Get descriptive with verbs, not adjectives. All too often, copy is loaded with mounds of superfluous adjectives – this can be cumbersome.
Less is more. Keep sentences and paragraphs short and simple. Editing your own copy is one of the most difficult tasks a copywriter faces. However, cutting down on unnecessary words will keep it tight and easy to read.
Make it scan-able. These days, most people are time-starved and information hungry. Present your information in such a way that a reader can easily ascertain what the page is about, and whether it’s what they’re after.
Generally it is best to avoid using metaphorical language as these figures of speech are easily misunderstood by non-first language speakers and frequently do not translate accurately.
Similarly, when considering non mother-tongue speakers, it’s often best to write in the active voice. This keeps sentence structure straightforward.