5  Web Site Copywriting Tips

1. Learn what key words and phrases people are using to find a business like yours and use the terms throughout the copy.
   
2. Write for your target audience and the search engines.  Search engines are the primary 'delivery system' of most successful web sites.  Page content is an important ingredient of high search engine rankings. By using well researched key phrases, you will improve the relevancy of your site for those terms in the search engines.  
   
   At the same time, end users who come to pages that match their search query feel a sense of familiarity and comfort with the site and are likely to spend more time exploring it.
    
3. Don't write from "the inside - out."  Avoid using 'industry jargon' to describe your services.  Design your site around your visitor, not your company.  
   
4. Make web site copy easy to read.  In general, web users do not like to read long,  scrolling copy on a screen, they prefer to "skim" text until they find what interests them. More text tends to help with search engines, but break the text down into 'digestible chunks,' with greater use of numbered lists, bullet points, headings and sub-headings, and shorter paragraphs.
   
5. "Hand Hold" web visitors throughout the contact or purchase process. End users want to feel that they have found the answer to their query. Tell them what to do next, and make them feel as though a specific path has been laid out for them to engage with your company.

Bonus web site copywriting tip!

• Include a call to action statement on every page of the web site. Any page of the web site can convince an end user to engage with your  business. Encourage the visitor to take the next step through a call to action statement.