A copywriter is not a poet! How to write simply and meaningfully?
How to write

A copywriter is not a poet! How to write simply and meaningfully?

It takes approx. 3 minutes to read this article

Text is the most important part of any website. It is guided by the buyer when choosing a particular product. Search engines rely on it to generate search results in response to user queries. 

A site’s position in the SERPs depends largely on the quality of the content posted on it. That’s why in this article we’ve gathered tips on how to write good, but simple and understandable marketing texts and other content for websites.

Know your audience

The basis of writing good texts is to understand your target audience. The more you know about your readers, the more likely you are to write a text that meets their needs and expectations. Think about what your audience reads and what vocabulary they use, what concepts they know and what topics they are interested in. Simply write for them.

Writing for a specific audience is not the same as writing for the general public. Different groups of readers have different levels of awareness, vocabulary, style of expression. So don’t try to write for everyone. The better you define the audience and purpose of your text, the more relevant and engaging it will be.

Short sentences and paragraphs

Be concise and remember that the basic rule of writing good texts is no unnecessary words. If you can convey your thought in shorter sentences, do so. Cross out:

  • meaningless explanations;
  • generalizations;
  • repetitions;
  • filler words that contribute nothing.

Maximizing the “water” out of a text requires rewriting it several times and attention to detail.

It is also important that sentences should not be longer than 15-20 words. Otherwise, the reader may lose the thread and tire of reading faster. Also make sure that each paragraph is devoted to one thought.

Use words that the reader knows and understands

Don’t unnecessarily complicate your content to make it sound more expert or scientific. Most audiences prefer texts that use simple and understandable vocabulary. After all, no one wants to read a blog article or product description with a dictionary in hand. Difficult language is not only not easy to read, but gives the text a pretentious, condescending tone that can offend readers.

If you must use a technical term that your audience may not be familiar with, define it in simple words. It’s also a good idea to avoid using jargon vocabulary, slang or regionalisms – these are words understood by specific audiences and many people may not know them.

Formatting rules for better readability

The reception of content is also affected by its structure and formatting. Unreadable font, brightly colored letters or tedious walls of text – these are a few mistakes you need to avoid.

A good copywriter knows how to skillfully increase the readability of texts, so that the recipient can quickly scan the content and find the information of interest in it. A few of the most common elements used to make it easier to read are:

  • informative headings and subheadings;
  • bulleted and numbered lists;
  • tables to simplify complex content;
  • highlighting the most important information.

Many people mistakenly believe that simple language diminishes the value of content and offends intelligent readers. Meanwhile, succinct and clear text conveys information more effectively, making a better impact on readers and inspiring trust. Simple content is also more popular with search engines because it contains words and phrases that match the queries of users looking for information on a particular topic.

main photo: unsplash.com/Sasun Bughdaryan

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