How do you construct text for your website pages?(from How to write effective web copy) www.writerslittlebook.co.uk for more details
Before you write a word of text you need to decide what pages you want and the purpose of each page.
Pages shouldn’t be there because everybody else has them. Each of your web pages needs to work hard for you.
KEY POINT - Remember each page is a sales person who should work for you 24/7.
If you already have a website this maybe is the place to say you should get your head around using the analytics for your site. These will tell you how visitors arrive at your site, which pages they go to, how long they stay there and how many bail out without doing anything. The current phrase is “sticky”. That is to create pages that keep your visitor involved and on the site.
Not having a website really isn’t an option these days but you need to understand its position as a major part of your selling strategy. You need to work with a website developer who will explain all the technical underpinning of a site in plain English to help you with writing the text.
There are two variables you need to consider for each page.
your live animate visitor
your inanimate search engine visitor
Each of these visitors has to be satisfied and each has different needs.
For the inanimate visitor you need to identify the most appropriate keywords to use. For your live visitor you need to delve into the psychology of why they've visited your site and what they hope to gain from the visit.