December is shaping up to be a busy month both personally and professionally so I’m taking my usual holiday blogging hiatus, albeit a little early.

But honestly, I’m also assessing the long-term value of this blog for you — and for me. I’ll be back in January with new content or a new blogging strategy.

Until then, there’s lots of great content within my previous posts. And, I’m still microblogging regularly on Twitter so follow me for quick-hit ideas that can instantly improve your writing and communication.

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I’m doing a site audit for a client of mine and naturally it includes a few thoughts on web copy.

While looking for some small business sites within her industry as good examples to share, I was shocked at the number of poorly done web sites from Boston to Seattle.

There were plenty of hideously designed and whiz-bang-whistle, super-flashy sites that took too long to load, but the biggest thing I noticed was how rotten much of the copy is out there. Seriously. Stinky. Rotten.

A good share of it started with something like this:

As a ______ specializing in _______, I know _______. Our well-trained, highly competent staff will _______.  We take every measure to ensure that ___________. As a leading ________, we’re proud to offer ___________.

Aargh.

Investing time and money into a new web site is a challenge, especially for small businesses. I know, it’s something that challenges me, too, as I work to do great work for my clients and have work-life balance. (Finding the right WordPress partner has been a nightmare, but I digress.)

At the very least, though, schedule a semi-annual review of your content. Do an honest assessment of it. Better yet, have someone else do a more objective evaluation. What content should stay? What should go? What should be refreshed? How can you make it happen with your internal teams or an outside partner, such as a freelance web copywriter.

Remember that the web is a significant channel for reaching, communicating and transacting with your customers and potential customers. Strategic, optimized, consistent, on-brand copy will help you leverage the web’s inherent power to influence and persuade. And that, dear readers, is priceless.

P.S. I’m planning my own web site makeover in 2010. Are you?

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While doing a little research on where to find Faygo Rock & Rye for a visiting relative, I went to Faygo.com to see if they had a store locator.

Of course, they have a store locator. But imagine my surprise when Faygo wanted everything but my firstborn before they’d tell me where to find their soda. Name, email, address and favorite flavor as REQUIRED fields?

Whoa, Faygo! Too much, too soon.

We’re like old friends who haven’t seen each other in decades. I’m not ready to divulge anything. I thought it would just be nice to get reacquainted.

Too bad it’s not going to happen now.

Lesson learned: Go slow. Build a relationship. And don’t be afraid to tell people how to find you without asking for anything in exchange.

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While doing some research for an upcoming content project, I did a little poking around the About Us sections of some Fortune 100 companies.

Would you be surprised to learn that some of the biggest companies in the world use nondescript and innocuous language to describe themselves? I wouldn’t. It’s a comfortable place for many companies (and their copywriters) to be.

Phrases like “serving you in over 100 countries around the world,” “making great products for generations,” “dedicated to supporting,” and “our commitment to providing” say nothing of worth to your target audience. Worse, that kind of language does zip, zilch, nada to differentiate you from your competitors. Besides, who even talks like that in the real world?

Seth Godin says in marketing, if something makes you nervous, it’s probably a good idea. I say in copywriting, if you could write your Company Overview or About Us page in your sleep, rest assured that your audience will snooze, too, when they read it. If they read it.

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