Keep it short, use simple language, and focus on action

Everyone’s heard the adage, “A man who represents himself in court has a fool for a client.” To a large degree the same wisdom describes companies that write copy for their own Web sites.

If it isn’t exactly foolish, it’s at least ill-advised. Copy drives consumer action and improves your search rankings. Writing it takes a particular set of skills.

Yet, somehow, business people who wouldn’t dream of taking the photos for their company’s magazine ads will calmly state, “We write our own Web content.”

Web sites, when written well, are deceptively simple. Web copy has to be brief, direct, and created to motivate visitor behavior. That takes a deep understanding of a brand and knowing the best way to drive action and get return on investment.

The copy must also be compelling — in other words, it’s a job for a professional.

However, that’s different than a hands-off approach. You know your business. Here are some pointers to help you work with a professional to improve your site.

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