For content-driven sites, answer questions, don’t try to grab attention
Content creators often get stuck thinking too much about what the organisation wants to say rather than what their users want to know.
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Why to avoid marketese on the web
Marketese is a writing style which favours promotional, self-congratulatory and boastful language over technical and objective wording. At the University of St Andrews, we aim to avoid using marketese on the web at all…