• Copyblogger, Friday, September 5, 2008 2:18 PM

Diamond retailers have long told consumers to think of the "four Cs" when it comes to determining the quality of a stone--clarity, cut, color and carats--and Sonia Simone applies those same traits to quality Web site copy.

Clarity means be clear and simple--but not dumbed-down. "Effective content must be absolutely clear if it's going to persuade," Simone says. "Whether you want your readers to subscribe, to bookmark, or to buy, confusion is the enemy of action." Likewise, cut your copy to remove hyperbole, useless words and make sure you're focused tightly on one (or a few) main themes.

Color is where many Web site owners struggle, as striving for snappy, straightforward copy can lead to trimming all the personality out of the content. "If your readers wanted the facts and nothing but the facts, they'd read software manuals," she says. "Your audience is coming to you for a colorful, lively take on your subject." Lastly comes carats--meaning give your content some weight. Posting funny clips or blog posts is a great way to snag a slew of page views, but you'll need some serious, value-creating content to sustain a reader base.

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