by Gerry McGovern
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What's the single most important thing that could improve the Web?
It's not broadband. It's better writing.
The general quality of writing on the Web is poor. The way you write has a major impact on what people think of you. Avoid these common mistakes, and you will achieve more with your Web site.
Deadly Sin Number 1: I think I'm God
You cannot sell the organization by selling the organization. Face the facts. People are mean on the Web. They're only out for themselves.
“We're celebrating our 50th anniversary!” “So?” “50% off because it's our 50th anniversary!” “Happy anniversary!”
Never (ever!) start a heading or a sentence with your company name. Always start with the need of your target reader. Before you write, repeat to yourself: “It's not about me. It's about my reader, my customer.”
Deadly Sin Number 2: I go on and on and on…
It is an unfortunate fact that those who have the least to say often write the most. Quality Web writing is rarely about volume, and it is never about padding. If you expect someone to read more than 500 words on a single topic, it better be extraordinarily good.
Get to the point. Then stop.
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