Because the web is a casual, laid back sort of medium, there’s a temptation to be more casual in the use of language but there are some good reasons to be considerate about what you write.
Firstly, well written copy keeps people reading for longer,
secondly, people will trust you more if you can spell and write properly, and
thirdly, it makes you more intelligible to the search engine “spiders”.
Make sure that the person you select to create the copy is able to write in a reader friendly style. They may well be somebody who understands the main features of your company and/or product (perhaps somebody who sells?) but probably not a person who knows the products in the most intricate detail. Please don’t use technical language (unless you’re selling something technical to technicians!) when ordinary English will do. Keep the sentences short and simple.
Following on from the using the right person to do the writing, make sure that your site tells the customers what they want to know - as opposed to what you think you ought to tell them. There’s a difference. Of course, if you sell a wide range of products, the writing becomes a matter of organising the products in logical order but if you’re selling a relatively small company or one product you can afford to emphasise the benefits to the customer.
Make sure you explain things from the customer’s point of view - don't assume that they know the things that you know.
Reading lots of wording on a computer screen can be hard work so do include pictures and/or graphics and make sure the pages are designed by a professional designer. Well, we would say that, wouldn’t we!
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