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Keep your text pieces under 500 words, and preferably in 250-350 word range. Use simple and direct sentences, in clearest language possible. Don't make your readers wade through a sea of worthless prose, just to arrive at a small island of information: get right to point and deliver goods.
Think navigation. The best content on Earth means nothing if it can't be found quickly. Carefully organize your website in hierarchical format, with plenty of internal links - make all of your important pages only a mouse click or two from top page. Deliver your content with as much convenience as possible to your visitors.
Appreciate context. Strong navigation design helps left-brain surfers who know what they want, but many of your visitors will browse your site more creatively: they surf by context rather than placement.
Provide links within content itself, pointing to other related information on your website. Develop clusters of associations in your content that allow readers to find information intuitively as well as logically.
Build community. Savvy Internet marketers are now learning what technologists have known for years: that Internet is primarily a social medium. The most popular and profitable websites are those that foster community among their visitors. Provide facilities - forums, newsletters, mailing lists - for your clients to communicate with each other.
Be creative - help your clients turn your website into a favorite meeting place, a place to return to, time and again. Develop a website that your clients will love.
Robert Warren (www.rswarren.com) is a freelance copywriter in the Orlando, Florida area, specializing in providing for the marketing and communications needs of the independent professional private practice.