Unless you've had a lot of business writing experience, it's best to get your web site content created by a professional copywriter. Writers who know how to create copy that sells will make you more money than it costs to hire them. Indeed, companies that have written their own copy and seen slow sales, are amazed by the difference that snappy, sales-oriented copy makes to their bottom-line. One of the reasons for this is that companies often forget to write for the customer.

It's easy to get carried away with what a great company you are, your entire corporate history and what the Finance Director does in his spare time. To people who want to buy your product, this is all irrelevant. Of course, they want to know that you've got an established business, but what they really want is your product. They want to know why they should buy it, and it's your job to persuade and entice them into committing to the purchase.

When you're writing your website copy, or creating a content brief for a writer, think about your product from the customer's point of view and consider the following:

1. Who is your perfect customer?

2. What do they want?

3. What does your product offer them?

4. What is your product's Unique Selling Point?

5. What are your product's best features and benefits?

6. Why did you create this product?

7. What questions do your customers ask about this product?

Using the information you collect from asking these questions, commission or write your home page about your product. Make sure that you use an arresting headline to make an immediate impact with your users. Leave plenty of white space on your page by splitting your text into paragraphs, using sub-headings, bullet-points and boxed text. Remember to use active words to engage your users, and if you're offering discounts or free items, keep emphasising them.

Good copywriting is particularly important on the internet, where users will click away from your site as soon as they spot an error or lose interest in what you're saying. Pay attention to your customers, and keep the content relevant, and you will have a better chance of success.