Do you know what a fake Nigerian prince and you have in common?

Both of you write with No respect For Capitalization Rules.

Which makes your prospects doubt everything you say on your website.

A couple of real-life "don't do it like this" examples:

❌  Create Landing Pages to improve your Conversion Rate

❌ Get Your Free consultation today

#fail

The problem is not that all your prospects take grammar seriously. It's just they've seen such wild caps before.

In an email from a Nigerian prince who "wishes to transfer Funds Urgently to you."

As well as in cold emails from all kinds of shady businesses offering "to make your Website rank high in Search" or, as of late, to sell you "non-contact Thermal cameras for Body Temperature measurement".

#ugh

So, although your wild caps may come with legit copy,  they trigger the same emotion:

Distrust.

How to capitalize your copy so that your prospects don't think your business is shady

(A) In a title or a heading (i.e. using title case):

Use an online tool

Go to CapitalizeMyTitle.com, copy-paste your title / heading in their form and let them capitalize it for you.

If you insist doing it on your own:

❌ Don't capitalize:

• Articles (a, an, the)
• Coordinating conjunctions (and, but, for)
• Prepositions (at, by, to, etc.)

✔️ Capitalize: Everything else

(B) In the body text (i.e. using sentence case):

✔️ Capitalize:

• First word of a sentence
• People's / company's names
• Cities, countries, nationalities, languages
• Days, months, holidays

 Don't capitalize: 99% of the rest, specifically:

❌ What you do

I'm a Conversion Copywriter based in London

❌ Industry terms that are combinations of commonly used words

We help you grow your business with Email Marketing

It's "conversion copywriter" and "email marketing".

Here are a couple of more examples.

Your task for today

Random caps usually creep into website taglines and page subheads.

Check your homepage and other important pages to make sure your prospects don't think you're a fake Nigerian prince.

P.S. A couple of words re ALL CAPS

NEVER-EVER WRITE YOUR BODY TEXT IN FULL CAPS. I DON'T CARE IF IT COMES WITH YOUR WEBSITE THEME. GET SOMEONE TO FIX IT THEN. NOT ONLY IT LOOKS SPAMMY, BUT IT MAKES THE TEXT BLOODY HARD TO READ.

You know why your brain hurts after reading the last paragraph?

Because the spaces between words become smaller compared to now much bigger letters. So, your brain needs to make a bigger effort to recognize single words. Plus, it becomes hard to tell where a new sentence starts.

No wonder your brain feels like you make it hurdle race in a swamp.

For the same reasons:

Don't write long page titles or headings in all caps either

Compare all caps vs title case caps usage in the page title below. The all caps one really hurts, doesn't it?

***

This would be it from me for the week.

Warm greetings from Germany,

Gill

Website reviews | Copywriting | Pick my brain

P.S. This email may contain typos, and I'm fine with them because cloning humans is, unfortunately, still impossible. Spending more time proofreading my emails would mean I'll have to share fewer tips with you. And sharing more and better tips is more important to me than sharing tips that are grammatically perfect. I hope that's fine with you, too.