When writing copy for the web, it is critical to ensure that your writing is clear, concise and conveys the message you intended. Writing quickly and without proofreading can result in errors in grammar and spelling that will present a less than professional appearance to your customers and suppliers.
In an ideal world, proofreading would be done by someone who did not write the copy. When we write a passage of text, we know what words we meant to use – and subconsciously, when we read our work, we see what we meant to say instead of what we actually wrote. Having someone read your work before uploading will help catch typos and misuse of words that you might not see on your own. If it is impossible to have an impartial third party read your copy before you upload it, try looking over your copy after a good night’s sleep.
Using word processor spell-checking software can help as well – but be aware of the following errors that a spell-checker might not catch:
Homonyms and How to Find Them
In common usage, homonyms are words that sound the same or are spelled the same, but have different meanings. Many of these similar words are misused in web copy, which can result in meanings that are not what you intended.
Commonly misused homonyms:
Your / You’re – The former is “the thing belonging to you”. The latter is short for “You are”.
You’re going to pick your favourite newsletter design.
Their / They’re / There – The first is “the thing belonging to them”. The second is short for ”They are”. The last is a location.
They’re hosting their website on that server there.
Lose / Loose – The former is “to come to be without something”. The latter is “to be free of attachment or fastening”.
If you do not tighten that loose ring binder, you may lose the sheet with your password on it.
There are plenty of other words like this – where a word that sounds and looks similar is not going to convey what you mean in your web copy. Many word processing programs offer a grammar checking option as well as spell-checking – which can catch some of the most obvious of these.
Localisation / Localization
If you are writing for a targeted local audience, remember that certain words are spelled differently on opposite sides of the Atlantic – and writing with the spellings your target audience will help ensure they can find your site. For example, if you are a British manufacturer of lightweight metal soft drink cans wanting to expand into America, include the word “Aluminum” in your key words and descriptions as well as “Aluminium”.
The Rogue Apostrophe
So, you’ve read this far. Do you know how to catch a rogue apostrophe – sometimes known as an inverted comma? This is one of the most commonly misused pieces of punctuation on the Internet.
Do use apostrophes with:
Possessive words
If Jane owns a website, it is Jane’s website. Possessives have an apostrophe.
In the singular-possessive case, the website belongs to only one person or company, and this is indicated by the single possessive “Jane’s” with the apostrophe between the last letter of the name and an S.
In plural-possessive cases – for example the website belongs to two people named Bob – then it would be Bobs’ website – the apostrophe follows the S at the end.
The apostrophe usually follows names or objects ending in S – a site belonging to Chris would be Chris’ website. It is also acceptable to append this with another S – Chris’s website.
If multiple people of different names own the website, it would be Bob and Jane’s website – the possessive ‘s attaches to the last name of the list.
The exception to this is with the word “its”. That would be a possessive indicating that “it” owns something. That e-commerce website has its payment integration with SagePay, for example. This is because of the next rule of apostrophe use…
Contractions
If letters are omitted from a word or combination of words, the apostrophe is used to indicate the missing letters. Don’t for “Do Not”, you’re for “You are”. The word “It’s” is short for “it is”.
Don’t use apostrophes with:
Plurals
This would be the “grocer’s apostrophe” – you might have seen this on a menu or noticeboard.
“Pizza’s Apple’s Pasta”. Grammatically, that’s “The pasta belonging to the apple that belongs to the pizza.”
If you’re selling multiple websites, that isn’t the same as trying to advertise a single website’s features. A plural S is not followed or preceded by an apostrophe unless there is possession indicated as well.
The only case where you might use an apostrophe in a plural is with numerals, acronyms and abbreviations:
Minding your P’s and Q’s (although “Minding your Ps and Qs” is also correct and may be preferred by some sources)
The website was written in the 90′s (again, “written in the 90s” would also be correct)
Grammar and Spelling on the Internet
It may seem old-fashioned to be concerned about spelling and grammar on a web page when many Internet users are now using short forms – like text-speak – online. Just remember your target market – and that your web page is an advertisement for your company. Your readers will form an opinion of your company based on what they read, and what they read needs to represent you.
Using a professional copy writing service can help if you’re not sure you can represent your company in the best possible light.
