6 tips to make your web copy shine

If you want to write effective, easy-to-understand web copy, it’s best to forget what you learned at school.

Chances are your teachers had you writing long essays and using big words to sound intelligent.

But when it comes to web writing, the rules flip. Your goal is to communicate clearly and simply. This way, your readers won't have to struggle to understand your message.

This is especially true when writing about financial products, like employee share plans. These topics are tricky enough without making readers wade through jargon-heavy essays.

Here are six quick tips to keep your writing clear and easy to digest.

1. Write like you speak

Want your words to resonate? Write like you’re having a conversation. Formal writing can distance you from your reader and let their attention wander. Keep it casual and relatable to keep themengaged.

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2. Simplify your language and ditch the jargon

Complex ideas don’t need complex words. Use simple language. Why say ‘require’ when ‘need’ works just fine? Or ‘assistance’ when you mean ‘help’? Simpler words make for easier reading.

Cut out the jargon, too. Why talk about 'exercising options’ when what you mean is ‘using your money to buy shares’? On the few occasions you can’t avoid using a technical term, explain it right away.

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3. Embrace contractions and start sentences with conjunctions

Contractions (like you’ll, we’d, and it’s) make your writing sound natural, building rapport with your audience. And yes, starting sentences with ‘and’ or ‘but’ is totally fine – no matter what your English teacher told you. We do it all the time in speech, so why not in writing?

4. Mix up your sentence lengths

Varying your sentence lengths creates a nice rhythm and keeps your reader interested. Short sentences pack a punch. Longer sentences provide detail and context. It’s like music – a good mix keeps things engaging.

5. Use active voice for clarity

Formal writing often slips into passive voice, making it unclear who’s doing what. For example, “The plan rules will be provided during the application process” is vague. Instead, say, “We’ll provide the plan rules when you join.” This active voice makes it clear and direct.

6. Break up text with headings and bullet points 

People skim web content, so make it easy for them. Use headings and bullet points to break up the text. This not only makes your content more accessible, but also helps highlight key points at a glance.

Need some help?

Not sure if you’ve nailed these points? The test is reading your copy out loud. If it sounds awkward, it’ll read awkwardly too.

At RewardPro, we specialise in making complex concepts simple and clear, so everyone can understand your message. Need help with your share plan communications or just want to chat about tone of voice? We’re here for you!