Creating Assets I — Writing Headlines & Copy

B2 — Writing for the web

Web copy is read differently from a printed page — visitors scan rather than read every word, so clarity and brevity matter more than they would in an essay.

Short sentences and paragraphs

Break ideas into short sentences and short paragraphs. A wall of text is skipped; three or four short lines are actually read.

Avoiding jargon

Write in plain language a real visitor would use, not internal or technical terminology the client might use about their own business but a customer never would.

Mode of address

"Mode of address" means how directly and in what tone you speak to the reader — formal or casual, "you" or more distant third person — and it should match the target audience persona you built in Lesson 2. GreenLeaf Organic Foods' persona (a busy, health-conscious local shopper) suggests warm, direct, plain-English copy ("Fresh, local, organic — delivered to your door"), not formal corporate language.

Task

Write the headline and two short paragraphs of body copy for your own site's homepage, then check each sentence against this lesson's three criteria — short, jargon-free, and in the right mode of address for your own persona. This is evidence for B.P4/B.M4.