Ever read a Web site page that was boring? You know- telling you everything except what you came there for? We all have. Who cares if the company has a vision of grandeur or a fabulous mission statement? If you are like most people you want to get to the bottom line and fast. What can this firm do for me? Why is this company different? Who can I contact for more information? These are a few of the many questions that typical Web site readers want answered.

Web site writing is different than the old marketing standbys of direct mail or brochure writing. As a business owner, you must take your firm's services, products, and ideals and put these concepts into the proper Web site content format. If you don't, then your Web site will not perform to its highest potential. You will lose business by not adapting to today's online clientèle, and those future clients will go elsewhere. Don't let this happen to you.

Here are a few tips to get your Web site copy to work for you and for your potential clients.

Keep your Web site copy short and to the point. People are short on time today. You have a few seconds to capture there attention, keep it, and convey what needs to be said. Make it worth their time.

Use keywords so your site can be found. This is vital. Keywords are important words used to describe what your firm does. These are the same words that people use to find you on the Web when they go to a search engine like Google.

Keep your Web site simple. Say what needs to be said on each page and no more. If someone reading your home page wants to know more- say for example they want to learn more about company history, offer a page just for that information such as an "About Us" page. Don't cram too much text about varying subjects on each page. Instead break up the information and present it on different pages. It will make your site much more user friendly.

Words are king online- treat them that way. Ever see a beautiful Web site that you have never heard of? Stunning graphics, beautiful colors, nice pictures. But no one knows it's out there. Why? Because many firms make the mistake that design is more important than content. It's not. Words lead search engines to your Web site. Words keep people on your site, and words get your messages across. Give words the same attention you give to design and they will help deliver clients to your site time and time again.

If you follow the tips outlined above, your Web site will be more user-friendly and helpful to your clients. Words that work for you and your clients- now that's good for the bottom line.