WRITING FOR THE WEB

A content-packed website can be undermined by poor use of words and bad formatting, especially at companies where English is not the first language. Good copy and consistent presentation make a website easier to navigate, more authoritative and help reinforce corporate reputation. Our approach is to put the website user at the centre and craft copy accordingly.

Our copy editing team is led by mother-tongue English speakers with extensive experience in financial journalism.

How we can assist you

We conduct copy audits of corporate websites to highlight recurrent shortcomings and provide suggestions for improvement. The analysis is based on a proprietary methodology for evaluating website content that covers 28 different aspects of good copy, grouped into three macro-areas: Format, Language & Technology and Style. This approach has been developed over several years, drawing on the tenets of web usability, journalism and the style guides of international media and financial organisations.

We also create tailored style guides and guidelines on writing for the web and online reporting.

As an enhanced service, we carry out page-by-page editing of website content and second read annual and CSR reports. Here we not only examine every detail of good copy, line by line, but also provide suggestions on how to maximise impact and reinforce corporate messages. We also advise on the transition between offline and online report formats.

We also construct text from scratch. We start by identifying corporate messages to be transmitted and end by fine-tuning tone, style and graphics for optimal web use. For more information on how we can help write your new website, see our page on Corporate online communications.