5 Tips for Writing Great Website Copy

Forget almost everything you learned in school about expository writing. Web copy is a unique genre which doesn’t always follow the Strunk and White rules of grammar. The main objective of website copy is to let potential customers know what your business or service can do for them. And you want to do that in a way that captures their attention and invites them to read past your home page. Here are some tips to help you write compelling, exciting web copy.

• Be conversational. Write as if you’re speaking to friends and telling them about your business. And it’s OK to start sentences with “and” and “but” (no matter what your inner English teacher is saying). Fragments also work, if used sparingly.
• Have some fun. Use a little humor to keep your copy lively.
• Keep it short. You’re not writing the sequel to War and Peace.
• Use bullet points or numbered lists–they’re easy to scan quickly.
• Ask for a response. Whether it’s signing up for a newsletter, calling for more information or making a purchase, insert some kind of call to action.

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