Frances King

Poor writing and unsuitable language can put people off and leave them with a dim view of your products or service. Jargon, inconsistency and mistakes can confuse your readers and weaken your message. Good writing supports your brand and reflects a high-quality image. It not only holds your readers' attention, it also gains their trust and adds credibility to your organisation.

And that means more sales, more take-up, more engagement. Content is often written by people who're under pressure, stressed by schedules or very close to their subject. They know it inside out, have read it a hundred times - and don't spot the ambiguity, the repetition, the slip-ups.