Often, people who use the Internet are in a hurry. And even if they are simply surfing, chances are that they will try to visit as many sites as possible. This means that most people do not really read the whole text of a website as they would read a book or magazine. They will try and get as much information from your site, as quickly as possible.
So try and write short paragraphs which contain only relevant information. Unless you are writing about the history of a product for example, get straight to the point. Use what is called an “inverted pyramid” which puts the more important aspects at the start of the copy. The “lesser” aspects can then be narrated as the article progresses.
It's also a good idea to use bullets and subheadings. These highlight the important points, such as the main features of the product.
Know your audience. This is very important as it helps you determine what you are going to write about. Know what it is they are looking for. This way, you can provide with them the exact information they need. Make the audience feel that you are looking after them. If they want to buy a car for example, don’t just give them the features and specifications. Tell them where they should go and what number to call when they decide to make the purchase. Why not provide information on leasing and financing while you’re at it? And don't forget the important extras like after-sales service and insurance. Connect with the market in a personal way.
One good way to connect with your audience is by providing pertinent information such as your company’s contact information. This shows them that your site is authentic. Use “contact us” or "more information" buttons. In this way, your visitors get a full picture not just about your products but about your company as well.
So reach out to your market. This isn’t just about good website design. It’s also about what you have to say and how you say it.