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If your online sales have taken a dip lately, your product orservice isnt necessarily to blame. Even the best products andservices can be hidden in obscurity when covered by a blanket ofbad website copy. So what can you do to make sure your copysings the praises of not only your product, but your businesssmarts and credibility as well?First of all, you need to start with the basics. Begin byprinting out all pages of your web copy. Then, grab a redpen and go to work. Read carefully through each sentence of yourcopy, correcting any mistakes in spelling, grammar, orpunctuation. If you dont feel you have the expertise to findall those common little mistakes, have someone else do it foryou. Unless you have a degree in English, youre likely to misssomething.Now, some of you might be taking this advice with a grain ofsalt, thinking that most people dont notice or concernthemselves with grammatical errors in your web copy. Its truethat some people wont notice or wont care, but savvy,intelligent people (which your customers likely are) willnotice, and those little mistakes can quickly add up to a gapinghole in your credibility. Dont insult your customersintelligence by assuming they wont notice these mistakes.After youve made it all the way through your copy, and aresatisfied that your grammar is absolute perfection, read itagain. Better yet, have someone else read it. The value in thisis simple. If theres a sentence or paragraph that doesnt makeperfect sense or fully explain what youre trying to say, youreless likely to notice it than someone who really NEEDS theinformation. You already know everything youre trying toexplain to others, so clarity is not as big an issue for you,than for someone who knows nothing about your business. So, ask afriend, relative, or neighbor to read your copy carefully andpoint out anything that isnt perfectly clear. If you want tobe successful, your potential customers need to have a clearpicture of what youre offering.Next, consider the length of your copy and how its distributed.Do you have ALL your information on one l-o-n-g page? Does yourmain "overview" page include minute details that people dontreally need, at least at first? Copy that is too long, boring,or hard to navigate is perhaps the worst enemy of online success.Sure, you might have a lot of information to give potentialcustomers, but do you have to do it all at once? Of course not.Your main introductory page, for instance, should give a BASICoverview of your product and its major benefits. On this page,include links to pages where more detail can be found, such astestimonials, ordering info, and features you want to mention butarent important enough to list on the main page.If your pages must be long, be sure to use lots of headlines andbold text to highlight your main points. When faced with a longpage to read, many people will skip down to those parts whichlook more important, so make sure they stand out. Also, includea link to your order page near the top, middle, and bottom ofeach page. A customer who decides to buy after your firstparagraph doesnt want to scroll all the way to the bottom tofind out how to order. Placing order links throughout your copywill help you capitalize on buyer impulses, which is just aseffective on the Web as it is in the supermarket.Overall, be sure your copy is professional, credible, easy toread, and simple to navigate. I cant tell you how frustratedcustomers become when they have to search your site for 5 to 10minutes to find what theyre looking for. With this in mind, keepyour copy straightforward, and separate pages into logicalcategories. When doing so, be sure to provide links to thosepages to help people find their way around.

About the Author

Meredith Pond is editor and manager of DrNunleyshttp://CheapWriting.com. See her low-cost writing and editingservices for students and business people, including a web siterewriting package. Reach Meredith at meredith@drnunley.com or801-328-9006.