So what’s the point of copy that no-one reads or understands?
Here’s 5 ways to improve your copy:
Keep it simple.
Write as you speak. There seems to be a misconception that to appear intelligent you need to use complex terminology. Not true. The aim is to engage with the reader and to make them feel that they are involved in a dialogue. Overly elaborate language will wash over them and leave them feeling like they have attended a lecture. Ask yourself – do I talk like this?
Tier information.
Most users will not read more than a few lines of text before attention wanders. I bet your getting bored already right?
Write brief key messages in header areas and if you want to ensure maximum impact, ensure that other elements on the page do not compete with them. Where is your eye drawn to on here: www.cabedge.com. Perfect.
For more detailed info, use clear headings like this: www.cabedge.com/methods/plan/strategy. I suspect you just scan read the headings, but some users may wish to read the copy under a heading that has a particular relevance to them.
By tiering copying in this way it caters for different requirements.
Guide attention.
If you are looking to guide the user down a particular path then explain what they are going to get should they decide to click. Never assume that that they just will.
Providing a clear path through the site allows you to create a logical dialogue. Have a look at how Contrast achieve this: www.contrast.ie or for something even more innovative and engaging try The Truth About Smart.
Understand context.
When looking at copy on internal pages, think about the decisions that the user has already made to reach that copy. Deliver copy which is tailored around these decisions.
Create an image.
When we read, we imagine. As Socrates put it, make an impression.