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There is a great article over at  smashing magazine about the copywriting errors  that can ruin a company website - these points along with using content templates, writing great H2 heading tags and using appropriate images and infographics will ensure great content for the website you're designing. Let's start with those copywriting errors: 1. Focus on the reader NOT the company What's in it for the reader how will it benefit them and give them a better experience?  They don't want to know about how cool the company is. The article has some useful links to  setting a word budget  to promote a product or service. 2. Put the message up front The average web visitor scans a page to find what they are looking for and will move on if it's not obvious.  (check out  the dominant reading pattern of a web page here ) So put the main message up front and obvious.  Check out  this post about how to write good H2 titles . 3. Make meta data work ...

A call to action button entices your viewers to click to do more than just read.  This can be anything from  Buy  to  Try  to  View  and anything inbetween. What is it that you want your viewers to do? Writing a compelling  Call to Action  will help your conversions. One tried and tested method is to have an  Action  (order or command) followed by the  Product Name  (optional) with a  Timeframe  (for a sense of urgency) and then a  Tagline  (sometimes located outside the button). The following simple form allows you to pick some common variations to come up with a unique call to action phrase that fits your product or service. Web Devil Call to Action Generator:     ..choose an action     Order     Buy     Add to basket     Get it     Buy your tickets     Purchase     Add to wishlist     Schedule a con...