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  1. Don’t fill your web site with a lot of high-tech clutter. Your visitors will miss your whole sales message and bail.
  2. Don’t use unnecessary words or phrases. Sentences should be no longer than 10 words. You only have so much time to get your visitor’s attention and interest; make every word count.
  3. Don’t make the mistake that everyone will totally understand your what you have to offer. BE OBVIOUS! Use powerful words and examples to get your point across.
  4. Don’t write your strongest point or benefit only once. You should repeat it at least 3 times because some people don’t get it right away. (how many times do you have to tell your kids to clean their room…5-6-7 times?)
  5. Don’t push all your words together on your web site. People like to skim; use plenty of headings and sub headings. Bold key phrases to make your copy “scan-able”
  6. Don’t use content your preferred audience isn’t interested in. If people are coming to your site to find info about knitting don’t include soccer content.
  7. Don’t use 20 different formats all over your web site. Use the same fonts, text sizes & colors, etc. If a site looks to “complicated” to read, your prospect is sure to bail.
  8. Don’t use words your visitors might not understand. People are not going to stop and look in a dictionary, they will just go to another site. (If my 11 year old daughter can’t “get” the concept of my copy, I start over)
  9. Don’t let selling words and phrases go unnoticed. Highlight important words and phrases with color, bolding, italics, underlining, etc.
  10. Don’t forget to use words that create emotion. (Woohoo!) People will have more interest when they are emotionally attached.
Copyright 2005 Donna Payne

Donna Payne is the Chief Web Goddess of The Web and is known as the gal to call when you’re feeling overwhelmed by the internet. To spend some more time with Donna and to experience Web technology, Development and Marketing in the most SIMPLIFED way possible go to

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