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A common mistake is to try and fill text space with GRANDIOSE sentences or sentences that don’t say anything, just to fill up the page. Keep YOUR SENTENCES as short and as simple as possible. Your readers will appreciate it.
Choose a tone and stick to itWhat voice do you want going through your readers head: is it upbeat, serious, friendly, authoritative or funny? The tone of voice of your copy should be in line with your brand's identity.
Small paragraphs like this one workBecause people are constantly bombarded with information, they tend to scan. If you keep the chunks small then you won't scare off you readers.
Writing less takes more timeAnyone can write good copy, but it takes more time and effort than one might think. This page, for example took around an hour in several short sittings.