Keep it simple and make a call to action
Henry James was an excellent writer. Even when his stories centered on less than exciting subjects, the rich language made everything worthwhile. But if you emulate his style on a business website, potential customers will probably wander away, and Jon Wuebben has some tips about what might be more effective.
The author of "Content Rich: Writing Your Way to Wealth on the Web" first suggests that you skip all the fancy stuff and aim for a conversational tone. "Not only will it immediately appeal to your visitors, but it also enables your message to be easily understood," according to an email sent to SmallBusinessNewz.
Move farther from James's style by using bulleted lists and limiting the number of words on a page to 350 or so. Ideally, people will be spending their time buying your products, not digging through novel-length descriptions. Keep things interesting, though, as an extra draw is always good.
Finally, don't forget to ask something of (or offer something to) visitors. Suggested lines include "order now" and "click here to get your free newsletter," with the Wuebben email stating, "Add these calls-to-action as they promote the visitor to take a more active and involved approach."
It should be easier to implement these suggestions than write a book, so go ahead and review your site's content when you get the chance.
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