Next to design, web copy is what makes or breaks your website; it’s what keeps people on your site or sends them running to your competitor. Make it too long and they glaze over. Write over their heads and you make them feel stupid. It’s key to keep your audience in mind when writing copy and engage them with your words. Make them want to stay on your site and learn more. Encourage them to take action (preferably buy).
Here are some no-nos when it comes to web copy: