Copy is the redheaded stepchild of the marketing world. Its often under-estimated, under-valued and under-funded. Because, hey, anybody can write, right?

Wrong.

There is certain skill to writing marketing copy and an even more finely honed art for web content. Engaging copy is essential for grabbing your visitor’s interest and directing the visitor to take some kind of action--all without being too ham-handed or verbose. The additional challenge for web content is that you cannot control the way your user interacts with your site. Not everyone clicks in sequential order. And nobody reads. And they don't really care about you. Visitors go to your site thinking, "What's in it for me?" So how do you write for audience that doesn't really want to know what you have to say?

Get a copywriter.

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