Web content has the ability to deliver a message to prospects at the right moment — precisely when they’re looking for a product or service. Unfortunately, the right message is rarely delivered.
Self-centric copywriters and business owners are to blame.
Some copywriters believe it’s more important to win awards than for clients to win new customers. They write for themselves, disregarding key business objectives.
Meanwhile, numerous micromanaging business owners insist prospects are interested in their mission statements and corporate values. Employees have a hard time getting excited about these things, so why would consumers care?
So what engages visitors and turns them into customers? Read Web writing: The Good, Bad and Ugly.