Few people read from a computer screen for fun or relaxation. Copy should help them achieve their purpose in coming to your Web site. Copy needs to be “scannable.” Keep your paragraphs to less than four sentences. Maximize the use of lists and bullet points, both of which lead to easy scanning.
For key items, use bold to really make it stand out, but beware of bolding everything. Copy is also the key ingredient to search results. Make sure that all of your copy has been optimized for search results. Additionally, write copy as if you are actually saying it not like an article or a brochure. Remember that your Web site is the place where you have the opportunity to engage your customer. Write in a conversational tone so that your readers feel like they are having a one-on-one conversation with you. The results can be surprising.