You will add your content here, just by typing what you want your visitors to see.
Here are a few pointers for achieving a comfortable, easy-to-read writing style:
- Be Yourself. Write Conversationally. It's the most natural way to write -- try writing the same way you speak to a friend. You'll end up being more concise, clearer, and more engaging. Use You instead of I or We or They.
- Write Short, Tight Paragraphs. OK, so you wrote naturally. Great. Now go back and edit your work so it says what you want using the fewest words possible (i.e. without changing the original meaning). It's not as easy as it sounds, but it's a good technique to use when publishing on the web.
- Chunk the Information Into Bite-sized Bits. This one's really important when writing for the web. People don't read -- they skim. Nobody likes to scroll through a long narrative looking for the "good stuff."
Take a look at what you just wrote. Draw a line between each unique "thought." Write a headline for each thought (even if the thought is just one paragraph).
Better yet, avoid narrative paragraphs whenever possible. Look at what you wrote again -- are you listing or comparing information? Try using a bulleted list or a table instead. It's a lot easier on the eye.
The "About Us" Opportunity
Many companies love to talk about themselves. To be interested, potential clients must hear about themselves and what you can do for them.
When a potential client clicks on your "About Us" page, she's giving you permission to talk to her about your company. That doesn't mean you shouldn't focus on what she needs. Just because she's asking about you, doesn't mean you get to bore her with what you're excited about or leave her with more questions.
An "About Us" page is a tremendous opportunity to cement a relationship with many prospective potential clients. It can put a human face on an otherwise technical, dry, and impersonal page. Properly written, it can provide some serious buying resolve to certain potential client segments.
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