Paragraphs never justified. Most common is left-margin with no indent. How To Write Successful Headlines In your sales copy you need an attention-grabbing headline and a compelling sales message full of benefits, clearly describing what your product or service is all about.

Legendary copywriter Ted Nicholas author of 14 best-selling books including "Magic Words That Bring You Riches" has these excellent tips on writing headlines

"Start with a well thought out headline."

"Five times as many people read headline as body copy. It makes sense, therefore, to spend major portion of your effort on headlines."

"A good headline motivates action by stirring an emotion"

"Write as many as 250 headlines before settling on one"

13 Proven Headline Words Announcing...

Secrets of...

New...

Now...

Amazing...

Facts you...

Breakthrough...

At Last...

Advice to...

The truth of...

Free...

How would...

How to...

How To Write Attention-Grabbing First Sentences Joe Sugarman (of blu-blocker sunglass fame) and author of best-selling book "Advertising Secrets of Written Word" has these tips on writing first sentences;

"Keep it short, sweet and almost incomplete."

For example:

It's easy. It had to happen. It's time. It's crazy. The sole purpose of first sentence is to get you to read second sentence.

How To Write Attention-Grabbing Ending Sentences "You must plant seeds of curiosity for reader." "At end of a paragraph offer a reason to read next paragraph."

Using sentences such as.....

But there's more.

So read on.

But I didn't stop there.

Let me explain.

Now here comes good part. These tips represent just tip of iceberg on breathing new life into your half-dead web site.

We'll cover all of other necessary elements in future articles. Stay tuned.

I hope that you have found this information to be helpful in your pursuit of excellence. Thank you for reading.

Regards,

Dave Peterson

Title tags appear in your site’s HTML code like this:

You can view a site’s title tag by clicking VIEW then SOURCE on your browser’s tool bar.

Because search engines use title tags to gather information about your Web site you need to think carefully about what words you put in tag. Don’t be tempted to put your company name in tag (unless you’re a well-known brand like Nike or Microsoft).

Instead put specific keywords relating to your business. For example, if you’re a California real estate company, you would want your company to appear in search engine results for searches on keywords such as “California Real Estate” or “Realtors in California.” So, you would use keywords “California Real Estate” or “California Realtors” in your title tags. If you wanted to be more specific, or you prefer seeking business in a specific geographic area you would use keywords such as “Silicon Valley Real Estate” or “Silicon Valley Realtors.”

7. Provide links and connections

The web is about linking information. Make sure your site links your reader to other information and other sites link to you. Never make your Web site a dead-end. Some search engines, including Google, are based, in part, on their ability to find you from links on other sites

8. Write effective summaries, sentences and paragraphs

An effective summary is who, what, when, where, how. It’s about getting information across in 50 words or less. Keep your summaries short and factual. Make sure they encourage your reader keep reading.

Remember, keep sentences to between 15-20 words. Paragraphs between 40-70 words. Make your first sentence grab your reader’s attention or they’ll move on.

9. Sell Benefits not Features

If you want your Web site to sell your product or service you must write about benefits and not about features. A feature describes a product or service. A benefit is what user gains from using that product or service. Don't say, " Our duvets are warm and comfortable,” say “You'll be warm and comfortable in one of our duvets.” Tell your customers how your product or service will make them happier, sexier, healthier, wealthier. In other words focus on making sure every line of your copy is dedicated to what’s in it for them.

10. Edit. Edit. Edit. Then edit again

Mistakes in online copy are temporary and easily fixed, but by time you’ve noticed your errors so have thousands of other people. Have two or three people proofread your text. Check it yourself for consistency in grammar, punctuation, capitalization, abbreviations etc. And finally, read it backwards—you’ll be surprised how many errors you’ll spot.