We’ve all seen examples of how not to write for the Internet, haven’t we? Communication instructors point to everyday examples, and the trained eye recognizes the good, rewrites the bad, and redesigns the ugly. There will always be unfortunate examples of somehow missing the mark.

Aim to make your site one of excellence! With experience in sales, marketing, graphic design, and writing, I can assist you in creating effective Web text. According to Ragan Communications, it takes 25 percent longer to read online; therefore, copy should be 50 percent shorter. Ah, pressure! Your success depends on having a succinct, persuasive conversation with your Web visitor.

This is best achieved by working with a professional, who offers much more than correcting stray commas and using the proper capitalization. Their fresh eyes objectively evaluate text for clarity and content. They’ll tell you if they’re reading what you intended to say.

Professional communicators:

• Provide complete information about your service or product, anticipate needs, outline the benefits, and give the reader direction that will ultimately lead to making a decision.
• Analyze and refine content according to the five W’s: who, what, when, where, and why. They identify with the reader and converse with them.
• Create harmony with words and images that connect to human emotions. They know the importance of communicating with sensitivity and purpose. They study trends, are familiar with current research, and design a synergistic message that works.

An experienced communicator also uses the elements and principles of design, and presents your text (with or without graphics) in a pleasing layout. I aim for an overall result (in tone and appearance) that is inviting, balanced, and gracious. I try to incorporate an appreciation of humanity into writing and art.

Once this carefully written document is finalized, your Web site technician will complete or update the site. Your Internet image will reflect the ART and SUCCESS of excellence in communication!