Easy-to-read Web pages
get more response.

Most marketing text is just corporate squid ink.

It's safe and generic--and invisible. Readers have trained themselves to skip right over it.

I can drain the jargon out of your site and replace it with readable text that makes your company sound interesting.

Nobody reads. So why bother making text readable?

Only people can read.

Most corporate communications are remote, abstact, impersonal. They read like they've been through a few layers of lawyers, who prefer that the text be passive, abstract, and vague.

I start out with the reader's ease in mind. I write with concrete nouns and active verbs and insert story values to hold the reader's attention.

The reader is not a company, not a robot, not a business (although she might be a business owner), not a demographic sector but a singular person.

if you make the text clear and easy enough for the New York Times editorial reader, the nuclear physicist will be able to understand it, too.

Customers can't respond to an advertising offer unless they read it. Ad agencies are accustomed to writing headlines. I specialize in writing ad copy that people actually read.

I do it by making it worthwhile for them to read it. I find a starting place and leave a trail of words that anybody can follow.

I do it by making the copy seem simple and easy to read, even if the topic is tough. I use Strunk & White's "Elements of Style" to make brochures interesting on their own without having to borrow interest.

What makes text
easy to read?

Legibility

Active verbs
Concrete nouns
Short sentences
Personal pronouns
Few adjectives and adverbs
Simple syntax and grammar
Clean, simple presentation
Subheads
Comfortable spacing between lines
Line width 40-80 characters Maximum