Web Copy for Socially Conscious Businesses

SRB Marketing has some good tips on copywriting for socially responsible businesses in their post, Write Copy Like You Mean It (And Hopefully You Do). From their post:

Include your products environmental or social benefits, but try to stay away from industry jargon or anything that is too far out of the mainstream to be understood; avoid exaggerated and overused clichés like “save the world” (chances are your product doesn’t actually do that); and let your own personality come through to the reader. Chances are if you care about what you are selling, then your copy will show that too.

All copy must use simple, but compelling language that can be easily read and understood. You can't expect people to even read beyond the first few words of your site, let alone buy your product or service, if the copy doesn't engage and hold their attention.

If you are stuck with how to "write copy like you mean it," you can also check out the interview with Seth Godin, How To Tell A Great Story, which  SRB refers to.