Here’s a savvy but simple formula to write effective web copy.

Establish a tone and voice to connect with the reader
First, think of 10 words to describe your brand/blog/product. Then enlist these words to frame how you speak to readers, to establish your distinct tone and voice. A direct  conversational voice works and you may want the tone to be fun and light.  Keep this  consistent across platforms, so if you’re jovial on social media, use the same voice in website copy. Personal pronouns work because you’re speaking  to readers, creating a connection. Suggested words: You, we, help, inspire, discover.

Stick to your purpose
What are you trying to do?  Is it your goal to get someone to read a blog or to buy something?  Regardless, you want to sell’the reader to take some action.  Stick to your goal and frame every sentence so it leads readers to your goal. Suggested words: Click, buy, read, scroll, learn.

Show rather than tell
Paint a picture for readers, with well chosen words and images. Match the language on your site with the images Simple descriptors can help show users what you are trying to say quickly. Suggested words:  Powerful, trust, love, ironclad, colour or smell.

Keep it simple
Intro copy needs to avoid strange or overly complicated concepts. In headlines, sub headers and first sentences of paragraphs, introduce concepts or ideas in a simple manner with strong, short and engaging words. Suggested words: Authentic, easy, quick, limited, tested. 

Write Actively
Use strong active verbs and an active voice. An active voice example is: “the man bit the dog” (passive voice: the dog was bitten by the man)  Think of every sentence as it is actually happening — a subject performs an action (active voice). Another trick is to avoid the “is” to “to be” construction and find a word that shows the action. Suggested words: Run, create, try, profit, promote.

 Use concise, clear words
Every word you use should have a purpose. Use simple words, sentence structures and clear language. Avoid jargon or industry-specific terms unless really needed. Suggested words: Join, now, because, easy, understand.

Take time for a complete edit
Your work is wasted unless the ‘real work’ at the end is done. Every word needs to be read and re-read until the message is perfectly clear.  Replace boring words with lively ones, find better verbs, hire an editor to help clean up your copy.  Suggested words: Create, develop, innovate, accomplish, improve.