Be brief. Be declarative.
Your website will be read by multiple audiences with a wide array of needs. It is smart to avoid web copy with overtly technical language or jargon. Instead, concentrate on writing concise, declarative statements that highlight the value and benefits you offer to your audience. Read your sentences out loud. If you need a breath to complete the sentence it’s too long for the web.

Focus on benefits.
Many things have to happen for a business to deliver its goods to its customers. Sometimes that process endears itself to real estate on your website—such as chocolate making. However, in most cases, your audience is much more interested in the outcome of your process and what it can do for them. Focus on the outcomes, benefits and successes offered by your firm.

Try the highlighter trick.
To determine your keywords and keyword density ratio, print a copy of your page and highlight only the primary keywords you wish to convey. Next create a list that could or should have been worked into the list for your next draft. Although synonyms are a good idea, keyword stuffing will penalize your copy.

Writing can be a team sport. Work together and we all win.
Just as your website should have a unifying visual cohesion, it should also have a unifying verbal cohesion. For sites with multiple writers and content contributors we suggest:

• Assign an Editor with final approval authority. Make sure this person has the time to approve new copy and news items before they need to be posted.
• Develop a Writing Style Guide to share with all new writers, and include past writing samples as a guide.
• Host frequent in-person meetings to review copy together. Read proposed copy out loud at these meetings and discuss whether it “sounds like us.”
• When using multiple experts, such as with a Blog, have contributors identify their unique specializations within your firm.

Highlight the expertise and value of key people.
To your clients, your people ARE your firm’s experts. Whenever the skill and aptitude of these people provides an element of benefit or differentiation from your competitors, there is an opportunity to promote these experts. Consider a team approach to your blog with guest writers from multiple departments. Valuable content may include an “Ask the Expert” section of your website featuring a summary, interview, quote, or even a downloadable whitepaper from the people behind it.