What you write needs to be read – it’s as simple as that. For that to happen, your writing needs to be Clear, Concise and Compelling. It’s called the 3 C’s Formula.
Clear is simple. When a visitor lands on your web page, they need to be able to “get it” straight away. Don’t make them think.
Concise is a minimalist affair using short sharp sentences. There are no unnecessary words to detract. Edit hard and chuck out anything that’s not essential.
Compelling because your writing has addressed and solved the problem your reader was seeking an answer to. Your content has engaged and given her what she wants.