Copywriting Web Exclusive: A Best Practices Checklist for Web Copywriting

Copy on your site shouldn’t be written by a programmer, designer or an assistant — it should be written by a direct marketing-oriented copywriter. You need great selling copy as well as content. But effective use of copy isn’t limited to who writes it. Consider some other key points:

• Avoid Flash intros. They can chase potential customers away so fast it will make your head spin. Use language to woo customers to your site. Once they’re already engaged with you, you can offer them the option of viewing streaming video to impress them further. But never force them to do it.