Maybe I'm just too simple-minded. My suggestions as a web designer often come across that way, because it seems like I offer design and copy direction that is minimal and spare. Here's an example from the past. I once got a piece of copy that looked like this:

[client name] has updated the home page of [client site name] with a new look to provide [client name] employees with a user friendly gateway to a wealth of information for their work assignments. The redesign of our home page displays a greater breadth of available data sources and highlights the latest news and market intelligence that is refreshed regularly throughout the day.

While the look is new, the array of the information sources and easy navigation remain the same. If you have any questions or comments, please feel free to contact a [client name] representative at [email address of client]

Read more...

There's more where that came from when you click the Read more link. The irony is that the message mentions being user friendly, but the message itself makes your head spin and want to stop reading.

I think it could be simpler to express. Here's my rewrite:

We've redesigned the home page to:

• be more user friendly
• show you more of what's new and most requested
• let you see more of what the site offers

We think you'll love it. If you need help, email us at [client email address].

I didn't repeat the client name in the second version because the message is to appear on the home page. I also don't think the jump to read more isn't necessary. But, maybe my version is too simplistic and short. It seems in keeping with the message to keep the copy itself user friendly as well.

I don't enjoy working on copy, but when I do, I tend to favor more concise messaging the cuts to the chase and speaks in simplistic language. Doesn't that work better in most cases?