Writing copy: Do’s and Don’t’s

We all know someone who can write a nice text, but not everyone can write great copy. These ten tips will help you and your customers write better texts that really catch the eye.

 

Don’t 1 – Too much jargon

Of course you understand everything about the sector you work in, but you cannot expect your visitors to have the same kind of knowledge. Avoid using jargon in webtexts, blogs, social media posts or marketing messages. Make sure you use language that is understandable for everyone.

 

Don’t 2 – Avoid clichés

Standard texts will not make you stand out from the crowd. Avoid things such as stating how long your company’s been on the market for, or sentences like “your partner in…”. These sentences do not make you stand out, in fact, consumers don’t understand why they have to pick you specifically.

 

Don’t 3 – Keyword stuffing

Using the right keywords in webtexts or blogs is a good idea, but do make sure you don’t go overboard with it. Using too many of them, or using the same word to often isn’t just annoying for your readers, it actually isn’t good for your Google results either.

 

Don’t 4 – Using too much text

Visitors will scan your texts to find out whether they think it is interesting. They only spend a couple of seconds on this, so you can imagine them giving up when they see a large amount of text. It just doesn’t invite you to read more. Whether it’s a web text or a blog, make sure you keep it short and simple.

 

Don’t 5 – Using multiple ‘titles’

This one doesn’t go for English as much as it does for Dutch and German texts, but make sure to be consistent in the way in which you address your audience. Will you go for a ‘formal you’ (u, Sie) or the ‘informal you’ (je/jij, du). Both can be fine, as long as you pick one and use it consistently throughout the text or publication.

 

Do 1 – Know your audience

A good text is not written for everyone, it is written for those you want to reach. So it is important to know who your writing for, what their problems are or what they’re looking for.

 

Do 2 – Break up your text

Use different paragraphs. As mentioned before, using too much text isn’t comfortable to read. Using paragraphs makes it easier to scan a text and makes it look more interesting. This allows you to hold your reader’s attention.

 

Do 3 – Use catchy (sub)headers

Readers like a good (sub)header. If you start every paragraph with a catchy one, this immediately captures the attention of your readers. It is also good for your SEO.