Writing simple web copy doesn’t mean writing web copy for stupid people. One of my favourite resources for explaining why and how this is so is the Plain English Campaign’s downloadable pdf guide, “How to write in plain English“. The document puts this principle across beautifully with explanations and examples around the following guidelines :
- Keep your sentences short
- Prefer active verbs
- Use ‘you’ and ‘we’
- Use words that are appropriate for the reader
- Don’t be afraid to give instructions
If you’re writing marketing copy about yourself or your business, the ten minutes it will take to read this guide will be ridiculously worthwhile. I reread it once a month at least and never get sick of it!