Writing effective web copy can be argued as the most important thing you can do to increase sales. Don't treat your web site as-if it is a brochure or print ad. Web site copy requires its own format to be effective. Follow these key tips:
- Make sure you keep each paragraph down to 2-3 sentences each. Breaking up your thoughts will make your site easier to read.
- Make sure you emphasize key points in each paragraph so that people browsing your site may be drawn to a particular selling point. Many people scan for keywords. Visitors may not actually read every word on your site until they have estabilshed you have what they need.
- Remove passive voice from your writing. Use first person voice at all times. This makes your content more readable.
- Less is more. Don't put unnecessary information on your site.
- Always have a call to action. On every page. Provide a link to purchase your product or service and/or a phone number so your visitor may contact you.
- Re-use your key words often but in context. Your copy will be analyzed by search engines like Yahoo and Google. It is important to use keywords in your sentences. If you sell "children's Shoes". Make sure you use the phrase "Children's Shoes" often in your text. Just make sure the text makes sense to a prospect.
Keep these important points in mind and you will increase your chances for success!
Shane Merem
E-commerce and web site building advice | 
