Your website’s words compete with others. Prove your confidence in your product or service by writing assertively; respect your visitor’s time by writing concisely; engage your visitor by writing conclusively.

Two simple examples:

• Write in a positive frame; instead of “The restaurant is not open on Mondays”, write “The restaurant opens every night of the week except Mondays.”
• Turn around passive sentences; instead of “Daily guided tours are operated by our trained naturalists”, write “Our trained naturalists operate daily guided tours.”

Re-read each page of your website’s content and apply the principles of effective writing to turn your spiel into a pedestal on which your product proudly stands.