Optimize your Web Copy

Contractions

Contractions are shortened words – they're often used in conversation, but tend to be frowned upon in offline copy. However, because of their proliferation in dialog, contractions can:

• make your Web copy read in a more auditory style,
• make your tone more accessible to your audience,
• increase the speed with which users read your copy, and
• improve comprehension.

In short, this style can encourage users to feel more comfortable, as it makes your copy read as if you're talking to them.

For instance, take this sentence:

It becomes much friendlier and faster when contractions are introduced:

The more comfortable your readers feel, the more open they'll be to your message. And this, in turn, makes it easier for them to comprehend your key points.

Conjunctions

A conjunction joins two parts of a sentence, and can really improve comprehension. For example, the word 'that' represents a conjunction in this sentence:

Often, in conversation we might omit 'that' from a sentence:

However, over a 5-page tutorial or a 1000-word article, you'll want to make it easy for your reader to focus on your message -- and make it as easy to comprehend as possible. If you include conjunctions, your message becomes more obvious and easier to grasp:

There's a range of other conjunctions that you might want to look out for:

• and
• but
• or
• for
• because
• as

Syllables and Rhythm

A large syllable count can make your sentences seem longer than they are. The syllable count also affects rhythm, which can help or hinder reading speed and comprehension. Consider this sentence:

We can shorten this and up the tempo with a few minor tweaks:

Word Selection

Obviously, the words you choose will make or break your article. But there are a few rules of thumb you can use to perfect your expression:

• avoid repetition – don’t use the same word in adjoining sentences
• make it personal – speak in the first person: "When I built my first site..." and: "You’ll learn how to backup your database..."
• use descriptive verbs – replace 'get' and 'have' where there are better alternatives. Substitute: "You’ll have a better chance of getting the top position." with: "You’ll have a better chance of achieving the top position." and: ..."the new version would not have the same ranking as the old one." with: "...the new version would not rank as highly as did the old one." or: "...the new version would not achieve as high a ranking as did the old one."

Say What You Mean

These techniques don't just make it easier for your readers to understand your message -- they also tend to shorten your sentences and make your writing more direct. And often, the optimization of a piece of writing occurs at the editing stage, so don't be discouraged if your natural style doesn't automatically exhibit the characteristics outlined here. Practise makes perfect!