I am always learning from my colleagues and today Rachella Sinclair, one of Metia's Senior Writers, shared with me five tips for better web copy:

1. Get to the point quickly. Effective web content follows the old newspaper maxim of the inverted pyramid. Get to your point in the first paragraph before readers click away, and then expand on it.  If you grab their attention from the beginning with relevant, engaging content, they may just stick around to read it to the end.
2. Keep it simple. Don't confuse readers with unnecessary jargon. Use plain language and construct each paragraph around one idea. It’s a basic rule of good writing that’s even more important online. Short, on-topic sentences and paragraphs are easier to understand than long rambling ones, a key benefit in today’s global marketplace.
3. Use active voice. Clear, active writing engages your readers. Passive sentences can have the opposite effect, boring readers and encouraging them to click away.
4. Avoid hype. Nobody wants to read boastful claims. You’ll lose readers with unsubstantiated statements and, even worse, you could damage your credibility.
5. Check your copy. In today’s world of fast online publishing, it’s more important than ever to make sure your copy is free from typos, spelling mistakes and grammatical errors. Always check your copy before hitting the ‘publish’ button, and preferably get someone else to do it. A fresh pair of eyes is likely to pick up something you missed.

If your web copy needs a shake up, Metia's dedciated content team can share a few tips with you too.