1. One of the first things designers and writers learn is this; you can show them something, or you can tell them something, but you can’t do both. Images and content need to complement one another, but they should not overlap. If you have a picture of an apple, don’t write the word apple under it.
2. The way people read a web page and the way they read print is different, so do not simply turn your current brochures and other marketing materials into a website. Web copy should be more interactive, with links in the content. It should also be shorter and get to the point faster. If web pages get too long and you feel everything you have is necessary, then reorganize that content and split it into different sections or pages.
3. People want their information in neat blocks online, figuratively and literally. Paragraphs are separated by spaces not indentations, and every paragraph should be its own separate thought which can stand completely on its own. Short sentence structure is also preferred. There is a fine line in between condensed and boring however, so also make sure you aren’t putting your potential customer to sleep.
4. Only write for one customer. This is true of any marketing. Writing to one person makes the copy feel more intimate and personal, which makes people more inclined to buy. Some web writers are still giving advice like “write at a high school level because your customers come from all walks of life.” That’s wrong. They should have their web-writing license revoked. If your one customer is college-level, write to that person. If that one person is a 65 year-old female then write to a 65-year old female. There are literally entire marketing chapters about this one thing, yet people still get it wrong. No matter how tempting it is, how right it feels, do not write to a whole bunch of people on some level that makes sure everyone is happy. It does not work. There’s no way to stress that enough.
5. Don’t write fluff. People don’t like marketing jargon or business speak as a general rule. They also don’t like filler. If you can say something in a single word, than one word is plenty. If it’s not enough content for search engines then find new benefits or features to write about. At the same time, again, it can’t be boring so use phrases that capture the reader’s attention and imagination.
6. People love bulleted lists.
7. Format each section so that it starts as general as is applicable and gradually get more specific.
8. Always write for readers (one reader specifically), and never for search engines. It’s fine if you have a list of keywords, incorporate those into the text, but do it without sacrificing quality.
9. Weigh feedback carefully. Sometimes feedback is great, it helps you shift the focus to where it needs to be. Sometimes feedback is a loud microcosm of a bigger picture and blindly following it will turn off more potential customers than it will gain.
10. Know when to break the rules. The goal should always be to present your product or service in a way which will make that one person buy. That’s what the rules are for, but if something else happens to work better in a specific instance, do something else.