Naturally, one of the goals of your online writing is to inform your readers about whatever it is you’re writing about. In most cases, however, there’s another, equally important goal—to inspire your readers to take some specific action.
If you’re writing for an e-commerce site, that action might be placing an order for whatever it is you’re selling. If you’re writing for a hobbyist site, that action might be getting further involved in the hobby. Whatever the case, you want your readers to do something—and your copy needs to fire them up to do it.
To inspire readers to take the desired action, the copy you write must be compelling. It must capture the reader’s attention and keep it for as long as necessary—that’s no ...
Get Web Words That Work: Writing Online Copy That Sells now with O’Reilly online learning.
O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.