Clear, simple text
for your company's site.

Text filled with true facts about you.

Text that's easy to read, easy to understand.

Even if your topic is complex or technical.

Truth is persuasive.

Web sites work best when they're easy to read. A copywriter's job is to make your text not only easy to read, but also worth reading.

A copywriter assembles all the information about your company and refines it to bring the most important parts to the front.

I do it by using your brain, which knows more about your business than any other brain in the world. You talk, I listen, I research, I deliver text. I often get things wrong at first: that's because you know a lot more about your company than I do. When I get it the way you want it, you go live with it.

A Web page is a machine for transferring information from one brain to another. If the machine does not have the correct parts it will not work.
Words are part of the machinery. They have to be properly connected, like pipes, to make the information flow.

Quantum copywriting
Reading is a quantum process: nothing happens without an observer. Too many companies assume that the reader is REQUIRED to read the text.

Only one person at a time will ever read your business message. Why not make it readable?

The purpose of copywriting is to make it easy for customers to understand what your company is offering.

"Easy to read" is a feature, not a bug. It's something that companies don't seem to consider very often. They dismiss it as irrelevant. They don't care if their text is easy to read or not. They stare at me in puzzlement. They believe it will insult their customers if the text is easy to read. Or, they make it easier to read by talking about something else.

I can make your visitors read about your company.

Use conversational language as though an actual singular person is reading what you're saying.

People are sick of hype. Clear plain text for your company's Web site.

You can measure your site to see how readable the text is.

Keep it simple, stupid.

Facts presented with concrete nouns and active verbs: that's what makes text interesting. Passive abstraction leaves no paint marks on the customer's memory trail.

Readability is not only about the complexity of the English, but also how it looks on the page. People are deterred by the Wall of Text syndrome.

Give away the information fast. Don't hold back the important stuff for page 2.

The importance of text. If you're going to have text, it might as well say something. And if it's important, it might as well be readable.  

If you're going to publish something for the world to look at, you should try to make it easy for people to understand what you're saying. And you don't do that by starting off with text with horrific Flesch-Kincaid scores, and not identifying your topic until Page 2.

I can analyze your text and tell you where on the readability graph your site is. But you can do it yourself. Copy and paste here.
Readability is not just the words in the sentence. It's also about how the words look on the page. Narrow columns rather than wide. Large type. Comfortable leading.

Subheads to let a quick glance determine what the topics on the page are. Amateur writers want to hold the important stuff for last, but when people land on your page they don't know what aspect of reality you consider to be important.

It's another example of the non-textual aspects of readability. If the words are hard to perceive, visually, then it won't matter if the text is good or bad, nobody will read it.
Lots of examples of this. Gray text on a darker gray background. Huge walls of text with negative leading. Text blocks a mile wide.

Or, simply text that's too small.