3 Academic Writing Rules that a Website Copywriter Ignores

It’s probably been ingrained in your mind from an early age that you should never start a sentence with a conjunction. Beginning a sentence with and or but is a strict no-no, isn’t it? Not necessarily. Language has changed dramatically over the last decade – it’s far more acceptable these days to be more colloquial.  A successful website copywriter must engage their audience. If your audience prefers a chattier, conversational approach; fragmented sentences are perfectly acceptable. While it’s not appropriate for every website, if this style does fit with your brand, use it. Forget what your English teacher would say.

Great writing uses highly complex language, it is sophisticated and descriptive, with elaborate metaphors. This is not the case when it comes to great web copywriting.  A website is not meant to be a literary masterpiece. It is meant to be simple, concise and easy to read, with short sentences that are of a simple structure. Clarity beats cleverness every time.  You’re not trying to be the next Jane Austen. Using rich, convoluted prose will not give you the advantage online.

Many people find it uncomfortable to write in the first or second person. As academics, we are taught that writing in the first person does not sound objective.  We are encouraged to use the most traditional perspective and write in third person (from a narrator’s point of view). Website copy should speak directly to the audience to grab their attention and make them feel involved. Therefore, it is preferable to use the second person – you and your. Blog writers that take an autobiographical approach use the first person (I and we). Their posts are more personal and can make a company or brand feel more human, and more approachable.