Second Street Web Services: Copy Writing

Our Services

Copy writing and editing

Clarity in structure, message, scanability

Did you know that browsing styles differ between men and women? Women want to get to the information they need RIGHT NOW, while men don't mind browsing for it. Our practice, then, is to engineer for women, and everyone is happy.

To do this, we apply these principals to our writing.

Write for the reader.

We don't get caught up in either BS or elegant prose to the sacrifice of getting people the information they need. We don't bury important points and never expect graphics to do all the work. We write as clearly as possible, putting the needs of the reader ahead of the wants of the writer. We always ask: I came to this page because I needed to know….

Edit & clarify, edit & clarify...

We don't hurry it. We ask our clients and ourselves: - Does the site visitor really need to know this? Many times the answer is no. Superfluous information annoys the user and disguises key content. The need for speed has never been more urgent - people are on overload. Can it be shortened? Can it be clarified? Do the graphic cues support the text? Do the important points stand out? Graphics and layout are wonderful, but the bottom line is always - Are we communicating effectively?

Make it scannable

We chunk the information into consumable bites; label clearly and employ callout boxes to bring attention to important points; and, use white space and visual anchors so that when people look away, it is easy for them to return to where they left off. We never try to cram too much on a page, unless necessary, and then clearly delineate major sections.

Learn more about the way we write, by finding out about Julie Turner, one of our great writers and copy editors.