How can you write more inclusive and diverse copy for landing pages and web copy?

1 Use inclusive language

Inclusive language is language that avoids assumptions, stereotypes, and biases based on factors such as gender, race, ethnicity, age, disability, sexual orientation, and religion. For example, instead of using gendered terms like "manpower" or "chairman", use neutral terms like "workforce" or "chairperson". Instead of using terms that imply a norm or a default, like "normal" or "regular", use terms that specify the context, like "typical" or "standard". Instead of using terms that exclude or marginalize certain groups, like "blind spot" or "crazy", use terms that are more accurate and respectful, like "gap" or "unreasonable".

2 Use diverse examples and stories

One way to make your copy more inclusive and diverse is to use examples and stories that reflect the diversity of your audience and the world. For example, if you are writing about a product or a service that can benefit people from different walks of life, show how it can help people with different needs, goals, and challenges. If you are writing about a topic that affects people from different perspectives, show how it can impact people with different experiences, opinions, and values. Use names, images, and details that represent a variety of cultures, identities, and backgrounds.

3 Use clear and accessible language

Another way to make your copy more inclusive and diverse is to use clear and accessible language that can be understood by people with different levels of literacy, education, and language proficiency. For example, avoid using jargon, slang, acronyms, and idioms that may confuse or alienate some readers. Use simple and direct words, short sentences, and active voice. Use headings, subheadings, bullet points, and white space to break up your text and make it easier to scan. Use contrast, font size, and alt text to make your text and images readable and accessible.

4 Use feedback and testing

The final way to make your copy more inclusive and diverse is to use feedback and testing to check and improve your copy. For example, ask for feedback from people who belong to the groups you want to reach and include in your copy. Ask them how they feel about your tone, language, examples, and stories. Listen to their suggestions and criticisms and make changes accordingly. Test your copy with different segments of your audience and measure how they respond to your copy. Use metrics like click-through rate, bounce rate, conversion rate, and satisfaction rate to evaluate your copy's performance and effectiveness.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?