SpaceX : Concise copy clarifies complexity

| March 23, 2022

The space technology company’s use of jargon-free prose makes its website exceptionally digestible for all audiences.

Website screen shot

The feature

Each primary section landing page of SpaceX’s website is headed by a tightly written caption. These captions clearly explain the key features of each of the company’s spacecraft and missions. Here are two examples:
 
“Falcon 9: First orbital class rocket capable of reflight”
 
“Dragon: Sending humans and cargo into space”
 
Explanatory text further down each page is equally concise and free from technical language.

The takeaway

Ambiguity, acronyms, technical jargon and corporate clichés plague many corporate sites. This undermines a company’s efforts to convey distinctive, impactful messages and stakeholders’ ability to quickly get the information they want. 
 
SpaceX bucks this trend, employing accomplished copywriters to ensure that its key messages are taut and clear. Digital managers in all sectors – and the audiences they serve – would benefit from taking the same approach.
 

https://www.spacex.com

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Our Bowen Craggs Club membership has enabled us to benchmark all aspects of our digital presence against global all-sector best practice, share lessons and ideas with peers, and get both quick-win and longer term recommendations for improvement. Bowen Craggs is also providing us with valuable advice on our approach to online communications following the acquisition of G4S by Allied Universal.”
 

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