Before you get started you face mental assumptions about writing that have been ingrained in you. When writing for the web, there are some new rules to keep in mind.
I think some people make writing for their business more difficult than it should be. Especially the professionals with graduate degrees. I know about that: with a doctorate degree in psychology, I still write complicated, compound sentences worthy of a dissertation. But my clarity suffers.
Does that happen to you? Are you making writing more difficult by trying to sound business-like? Get off it. Write for the Web like you speak to an ideal client.
So keep your sentences short.
Don’t use big words.
Keep plenty of free space around your copy, so it looks easy.
The mind can only really think of one thing at a time.
Write in plain talk, like you would to a friend across the table.
When you sit down to the computer to write an article for your
business, throw out most of what your English teachers trained you to
do. (Don’t throw out the grammar and spelling rules; but keep them for
later when you proofread.)
Think phone conversation. Be friendly. Start with the benefits – what’s in it for the client.
In today’s written-for-the-web world, writing is informal and
conversational. You wouldn’t talk about yourself all the time in a
conversation, so why would you do it in your business writing?