According to Phil Allcock, Director of Copywriting for The Marketing Compass many websites are written as if they are brochures.
However, research has shown that websites are read differently from printed material. People tend to scan them rather than read them. This means that the text has to be in easily digestible, bite-sized chunks with plenty of sub-headings and bullet points. This enables the casual visitor to see the key messages, even though they are just scanning the site.
In addition, Phil suggests that:
* Sub-heads should be eye-catching
* Webcopy should be customer-facing and written in the 'language of benefits'
* Calls to action should be woven into the text
All the best,
Founder of The Marketing Compass, the marketing mastermind group for independent professionals and small business owners.
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