Although Black Mountain has been alive for a few years now, it's only recently that we've realised what we really are: we're a "lifestyle business". Contrary to what many people believe, this doesn't mean we're lazy or unambitious compared to the business owners who employ hundreds of people, with a head office and branches and middle managers. Like them, we work hard and we take pride in what we do.
The biggest mistake we see when editing copy for use online is when people are overly formal in their writing style. Sure, there are certain situations where lengthy descriptions and certain words may be necessary, such as in legal documents for example, but the easiest way to distance your readers from what you are trying to say (or sell) is to use words that you wouldn't use in real life.
As digital content providers, our business model is one where we essentially charge for our time. Whether it's SEO consulting, usability advice or doing the actual copywriting, one of our biggest challenges with Black Mountain is how to get around the fact that if we're not putting in the time, we're not making the money.
Sorry that it's been a bit quiet around here lately. The reason? End of year rush. Projects that needed to be completed. The small matter of moving two kids, two dogs, a husband and a houseful of objects from the City of Gold to The Mother City. Oh, not to mention trying to make a business work in two different cities as well.