How to Write Great Copy for the Web.pdf

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© Rockable Press 2010
All rights reserved. No part of this publication may be
reproduced or redistributed in any form without
the prior written permission of the publishers.
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Introduction
6
What’sDifferentaboutTheWeb
10
The Difference
11
The Result
15
SecretsofGreatWebWriting
18
Page Titles
19
Page Headings
22
Lists
24
Pull-Quotes
26
Hyperlinks
27
Summary
33
Writing Useful, Functional and Concise Copy 6
Write to The Reader
37
What Next?
42
Write to Them, Not To Yourself
43
Summary
50
UseaAuthenticVoice
52
Two Examples
53
Advantage of Authentic Voice
55
Summary
59
AdviceforCommonPages
61
The Main / Home Page
62
The About Page
63
The Services / Hire Me Page
65
The About The Author / Bio Page
66
Summary
68
PersuadewithYourCopy
70
Writing Persuasive Copy
71
Summary
79
WritingforSearchEngines
81
Two Things to Consider
82
Summary
86
Conclusion
87
AppendixA
88
Appendix A – Overview
89
AppendixB
91
Appendix B – Further Reading
92
AboutTheAuthor
95
ANINTRODUCTION

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