Planning

	Define what business you are in
	Identify your target market
	Who might visit your web site
	Determine your customers demographics and psychographics (Sex, age, income, education, employment, residence, region, hobbies, recreation)
	Customize your advertising message to your target audience (Don't try to be everything to everybody)
	Establish your marketing goals (Don't just sell - motivate, inform, educate - add value)
	Explore the competition

Writing Web Page Copy

	Get the readers attention ('Shake them up')
	Offer the benefits of your product/service (always talk benefits not features)
	Give instruction on how to get more information/order

Copy Components

	Exciting headlines (most effective headlines are emotional - 5 to 7 words)
	Powerful bullet points
	Explicit benefits
	Credibility (provide facts to back up claims, testimonials, use facts and figures, give guarantees)
	A call to action (tell reader EXACTLY what to do next - Don't wait...Call Today...Important information waiting for you...To order call/email...Press the order button NOW.)

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