Writing copy online is difficult. On one hand you have a set message to deliver, but on the other you have be interesting.
Otherwise, you risk losing your easily-distracted audience.
For very short passages, technical writing tips are great. Keep words simple, sentences short, and use signposts in your writing.
But for longer copy, you have to do more than that.
Your writing has to make an impression, convince someone of something, and then, ideally, get the reader to do what they might not otherwise do…
The online copywriter’s paradox: How to write for your audience & yourself
