By Maria Veloso The purpose of Web copyand it can't be said too oftenis to generate leads, customers, sales and consequently profits for a Web site. (Web copy should not be confused with Web content, which is simply words written for the Web for the purpose of informing, communicating, entertaining or edifying the reader.) Web copy, therefore, is essentially another form of direct response advertising ... although different media sometimes require different techniques to obtain the same results. Dos of Web Copywriting Do give a compelling promise early in the body copy that the material viewers are about to read is worth
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