Copywriting doesn’t have to be an exercise in frustration, but often it is, especially for the web. Even if you’re a writer, catering to the special considerations of the web can be a trying experience. Try these four steps to make your job easier.

1. Use plain language. If you use a lot of vernacular and professional jargon, people will tune you out. Keep the language simple and assume you are talking to an audience unfamiliar with your work unless it is targeted solely for your profession. This involves knowing your audience.

2. Know your subject well, or at least research it. If you are asked to write 700 words of copy on violins and you played the trumpet, you will need to do research. Because of the internet, this can be easy, although you will have to be sure your sources are reliable and cite them if necessary.

3. Study SEO writing. SEO-Search Engine Optimization-is a great way to get your copy noticed. This generally involves using a keyword or keyword phrase about 2% of the time for optimal rankings on customer searches. Make sure you don’t overdo it though-some search engines are sensitive to padding articles with keywords and your website could be blacklisted.

4. Be clear. Don’t pack your paragraphs with fluff just because you need to write 500 words or copy. If you don’t have enough information for 500 good words, find out more or consider writing a sidebar or a “Did you know…” section.