Make your home page irresistible. Your home page, like the headline of your print ad or the first page of your brochure, should hook your visitor and invite her to read on. Clearly state your offer. Give your visitor a reason to stick with your site.Edit ruthlessly. Web copy should be at least half as long as printed copy. Write short words, short sentences, and short paragraphs. Make your copy easy to read by using bullets, indents, and subheads.

Have a friendly and informative tone. People go to the Web looking for information. So tell them everything you can about your product and its benefits. The more they know about you, the more likely they are to buy from you. Run your copy over several pages. Unlike a brochure, where you have limited space to tell your story and must put all your arguments in one place, the Web allows you to describe your product on one page, its benefits on another, technical specs on a third, and to place ordering information on a fourth. However, every page should keep your visitor engaged.

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