Website Development and Marketing
Latent Semantic Indexing (LSI) is one method search engine use to judge the value of a web pages copy. I mention this only to answer the question why search engines would know or care what your page says.
Latent Semantic Indexing
This is an indexing and retrieval method that uses a mathematical technique called Singular Value Decomposition (SVD) to identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text. LSI is based on the principle that words that are used in the same contexts tend to have similar meanings.
Simply put it means that if your web page is garbage Search Engines will know. This killed automated text generation. They know sentence structure, grammar and can determine if your page is crap.
Basics Of Sales Copy
Customers buy benefits not features. As the old saying goes, "sell the sizzle not the steak". Features have a purpose. Never assume the customer will figure out for themselves what that benefit of your product are.
Visitors to websites read very differently than they might read a print. Visitors don't reading each and every word they scan the copy. As a result, the web copy should be designed to be easily scannable. That is to say it should be broken into small "chunks" so that the visitor can easil xcan threw it.
Long Copy Verses Short Copy
It is a proven fact that long sales copy out-sells short sales copy. Some visitors do prefer a short sales letter. Provide your visitors with both by having them click through to longer more detailed page.
Most important is that first paragraph. Studies have shown that if you can attract the readers interest with the headline and then maintain interest throughout the first paragraph, then chances are far greater they will continue reading.
The first paragraph of your sales copy should solve a problem or clearly articulate what benefits are
forthcoming once a customer becomes involved with your product or service.
Use lots of bullets in your copy.
People love to read bullets, so list down your most important benefit in them for maximum impact. bullets are sales converters which can often decide if you make a sale.
A call to action
What do you want your customer to do? Where would you like them to go next?
Give your customer at least one clear and understandable path to follow to
make the appropriate action.
Make your web pages easier to read
I've worked on Web sites that have large sections in italics. It's hard on the eyes. Use italics sparingly. Bold is a better choice than italics, since it's so much easier to read in small doses.
This is true of underline text on Web pages that can be confused with links making the page hard to read and navigate.
Small text also very hard on the eyes. In my opinion it shouldn't be used.
Like in all of life there is more to know. This is the short list.