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Producing effective text for your web site starts with a clear understanding of the goals and objectives of your web site (see "What makes a good website"). The more specific you are at this stage, the more focused will be the final result.

Follow these steps:

1. Create a profile of your ideal customer & a Unique Selling Proposition (USP)
Define your customers' needs and desires. Ask yourself the Who, How, What, Why, Where, When questions. Try to get inside their minds. Brainstorm a list of topics that might interest your target audience. Think about how you will build a

relationship with someone who has never met you and has no reason to trust you. Work out what is unique about your business. Write a short paragraph (2 or 3 sentences) that explains how you are different from others in your industry. Include reasons why people should visit (& re-visit) your site rather than your competitors'. This is what sets you apart from your competition. It becomes one of the first things your visitor should see when they arrive on your home page.

2. Customer Focused website
Your First page must focus on benefits. People want to know how they will benefit from buying your product or service. They think 'What's in it for me? Only after you have fired their imagination can you start talking about the features.

Most Internet users want to find the information about the product or service they need as fast as possible. You only have a max 15 seconds to capture their attention after they land on your site. Any longer and they will be off (possibly to a competitor).

3. Writing the text
Use the 'Big Information First' principle ( say the most important, the most critical, the biggest thing FIRST and then progress to the 2nd most important item & so on ).

Start with a short summary/introduction paragraph then use informative headings and subheadings with a paragraph of 4 to 5 lines that supports them. Remember, you only have a few seconds to grab your visitor's attention. Most will simply scan for the information they are seeking so you have to display your text in a scan-friendly way. When you have written your text, go back to the top of the page and create an attention-grabbing headline.

Use bulleted or numbered lists, bold or italic fonts to emphasize your points. Never use underlining except where you are providing a link. Include links at the end of your paragraph to direct visitors to other pages of your site for more in-depth information. Stay with either black or dark blue text on a plain white or light coloured background. Break the text into short bites & lay them out to produce visual variety - nothing turns people off more than big blocky chunks of text.

4. Write in an informal, personal style
You don't need to be elaborate or super-creative. Do not try to be overly subtle because your viewers don't have the time or inclination to try to work out what you are saying. Your writing style contributes to grabbing the attention of your visitors.

5. Keep your sentences simple
You are not writing to impress. Pitch your text as if you were talking to a 13 year old. (There are exceptions - e.g. where you are publishing technical, scientific or legal information.)