WEB COPY DOs AND DON’Ts
Do strive to write in a conversational style. The more friendly and approachable, the better.
Do use contractions. When people talk, they frequently use contractions. It’s intimate, and it increases readership. Use “I’ve” instead of “I have,” “it’s” instead of “it is,” “we’ll” instead of “we will.”
Do use common colloquialisms. When you use colloquialisms, you draw your reader closer because you appear more familiar, more friendly, more up close and personal instead of distant and at arm’s length.
Use colloquialisms that are understandable to most people who have a reasonable familiarity with the English language. Some colloquialisms that have found their way into mainstream online communications include:
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