I write simply. But I don’t simply write.
I get people reading. And keep them reading. I tell the story you need them to hear, without making them work for it. I identify what to say, where to say it and how to say it. So when they’ve finished reading, you’re not just one of many choices, you’re the benchmark.
The headlines, the body copy, the menus, the buttons… Even your site structure. They should all tell the same story, so they all need the same story-teller.