# 1 -- Start with an attention-grabbing SLOGAN / HEADING and close on an upbeat - especially your home page.
# 2 -- Break up monotony, hold your readers' attention, and ease eye strain on the screen.
Avoid complex sentences and long pages. Keep your focus clear and sharp. Use "sharp bullets" of information for emphasis.
To heighten the "tempo" of your web site, imagine you are writing a theatrical script or movie. Write with an eye towards content development (like plot development, rhythm, dramatic tension, and denouement). Your web site should be alive with energy - and exciting to read.
Use interactive language. Just the way a picture can evoke a thousand words, phrase your wording to generate a thousand ideas.
Let your audience connect with you. Ask them questions and try to make your web site "audience centered" (similar to student centered, classroom experiences). Dull is boring; aim for energy.
Because many readers exhibit "eye strain" and "skim read" when viewing a web site, limit your paragraph sizes to 5 or 6 lines. Too many inexperienced writers commit "overkill." One GREAT SENTENCE is worth several sentences on the same subject.
Don't try to jam everything about your products and services into one sentence or paragraph. Whet your readers' appetite and write with a keen sense of advertising instead.
Write to entice your audience - just like an eye-catching slogan/heading, or your home page's grand opening. Make them want your products/services, know why your web site is the best, and draw them into your web site IMMEDIATELY.
Use a few, carefully selected visual tools (i.e., fonts / sizes, capitalization, underlining, different alignments, images) to ease eye strain and to provide emphasis, but don't use so many that your work looks confusing instead of polished.
Choose your fonts, font sizes and font colors carefully. Be very aware of how font size and color could affect your readers.
A larger font is easier to read, but your sentences should be briefer. Smaller print sizes allow more information to be compacted into a page, but will it be read? No, probably it will be skipped or skimmed.
READING THE ONLINE SCREEN IS VERY DIFFERENT THAN READING A PRINTED PAGE. Find the right balance between the two for your text.
These few "hot tips" - guaranteed - will attract and motivate readers to purchase your products and services through your web site.
And, if you cannot write the dynamic text/copy yourself...
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"Hot Tips for Webs, Part 2" and "The 123 Guide, Parts A, B"