By far, the most requested service I provide is website copywriting, and it is no mystery why this is. Most people loathe writing, cannot write, do not have time to write (well), or all of the above. Factor in things like SEO, usability, and the need to say a lot with a little, and you have a frustrated author with a shortage of clients. Fortunately, common sense rules on the Internet. The guidelines for writing good web copy are no exception.

The following is my personal checklist for writing copy that is not only search engine friendly but will have your visitors asking for more of what you sell:

1) When in Rome, do like the Romans. I have used and abused this adage because it truly does apply to all things marketing, copywriting included. Write the way your target audience thinks and speaks about the products or services you offer. Unless you are writing for Scientific American, avoid technical jargon. It annoys almost everyone, academics included. Adopt the lingo your audience would use, and they will feel right at home.

2) Use a conversational tone. While grammar and good sentence structure remain important, strike a balance between sounding stiff and just being sloppy. Think of your content as an extemporaneous speech and your audience will warm to your content immediately. (Sorry about the jargon, but you