Carolyn Evans has set out some excellent guidelines for copywriting – for both your web pages as well as for any offline medium that you use.

Copywriting is a core skill that all entrepreneurs need to understand and appreciate. Some even need to acquire the basic elements of the skill – as not all can afford the services of a copywriter – particularly in the early days of a business. The ability to persuade people to take action – merely by the choice of words and structure of the content – is vital. Months, even years of technical development can come to naught if you are unable to persuade people to try out your product or service.

Read, appreciate, and above all, APPLY this advice …