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Web Copy That Sells, 3rd Edition by Maria Veloso

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CHOOSING YOUR WORDS: TIPS, TERMS, AND CONCEPTS

Once you’ve written your copy, it is vital that you pay attention to how readable that copy is. Short sentences and simple words make your copy more inviting. They also help to cut up huge blocks of text into bite-size paragraphs that are no more than three or four sentences each.

Microsoft Word has a tool that displays information about the reading level of the document, including readability scores. It rates text on the 100-point Flesch Reading Ease scale; the higher the score, the easier it is for people to understand your writing. Aim for a score of 70 or higher. It also rates your writing on a U.S. grade-school level. For example, a score of 7.0 means that a seventh grader can understand the ...

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