The solution is to target the vocabulary in such a way that key words specific to that profession, trade or craft are featured. For example if a potential customer is investigating water coolers for a work place they may google mains fed or bottled supplies, environmental benefits of water coolers or water delivery service in our area so we make sure these phrases are incorporated in the copy.

Once someone hits on your site they expect to see an attractive front page with basic information plus clear guidance to pages with more in depth content. A picture may be worth a thousand words but it is the words which ultimately will secure the all important contact. So, keep the copy lucid, relevant and appropriate.

Slang and the latest “cool” words should be kept for clubs and other services appealing to the young and will need frequent updating. They are unsuitable for a well established firm of surveyors or solicitors. Too much professional jargon is another mistake as is an alphabet soup of acronyms. An example from a newspaper shows the problem. “The DTI says the GDP of the EEC is down and so is the FTSE”.

Some of these may be used so often that, like the BBC, no explanation is needed. For others it is important to state the full title Primary Care Trust the first time it is written with the acronym PCT in brackets. Thereafter PCT is acceptable.


Strike a balance between writing for the novice and the expert. Too much emphasis on basics can irritate as can baffling complexity of detail. Remember you want that visitor to your site to take the next step whether that is to take advantage of purchasing online, book a room, request a survey or make contact via email, telephone, post or personal visit.

At Rye we offer the expertise of several professional copywriters who can tailor your site precisely to the clientele you want to meet. They will come back for more – and that’s a promise.