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Websites provide information in a short, direct way. No waffle, no blarney. And that affects the choice of language.

Web words also express the website’s personality. They speak on its behalf and form a relationship with the reader. A brochure or a feature article may adopt a formal and independent tone but a website is likely to be conversational and informal.

There are other aspects too. The words must work with the design and the site’s content management system. There’s also skill in using keywords without appearing overtly repetitive.

As with all good copy, it may look as if the words just flow effortlessly but there’s a lot of thought gone into their selection.

Web pages for BP, Creative Ampersand and Unilever

© Text: Hester Thomas. Website design: Creative Ampersand