Lose Excess Fat (Verbiage) in 2022

 Put your website on a customer-focused and active verb diet.

Here’s a new way to look at the perennial new year’s resolution to lose weight and get more exercise.

Energize your website.

Trim the word count and make it easier for the reader to:

  • see you understand their problem or situation
  • scan your offerings
  • be directed to contact you.

    Follow these steps:

    1. Cut flowery adjectives and overly self-promotional adverbs.
    2. Use bullet points and numbered lists to make the content more scannable.
    3. Generate interest with active verbs.
    4. Divide sections with subheads in bold font.

    Take out your red pencil and start editing.

    This Month’s Tip

    Focus on the reader. Shift the focus of your content from I and WE to YOU. That helps the reader connect with you and hear you talking directly to them.

    Promote the benefit of working with you in the first half of the sentence and then explain how you will get the job done in the second part or the following sentence.

    Consider this customer-focused discussion:

    As a client, you will minimize operational costs by tapping our industry expertise and proprietary software. (16 words)

    Instead of self-promotion:

    We combine our expertise in the industry with a proprietary software system, in order to offer highly useful services for your company to effectively minimize operational costs. (27 words) 


    Too many words can weigh your website down. Ask me to perform an edit in a Complimentary Strategic Communications Consultation. Let’s use a red pencil to cut away the fluffy adjectives. Then, enliven the content with active verbs, bullet points and numbered lists. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together we’ll shed that fatty verbiage and kick off 2022 with your re-energized website.

    See also: Your Less Than Perfect Website Costs You Business

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