A short presentation on how to write effective web copy for your website.

1. “ Good writing…must capture the reader immediately and force him to keep reading.” - William Zinsser, On Writing Well.

13. “ Don’t write about the thing you’re selling. Write about the people to whom you’re selling it.” - Nick Usborne

15. “ Helping people achieve more.” Canada Life branding message. You’d find it sprinkled through all sorts of communications online and off. Didn't speak to product, but promise. What is your promise?

22. When creating lists: keep them short; use ordered lists when sequential order is important (e.g. to indicate steps in a plan); use unordered lists to present items of equal status or value. Bullet points make the contents of an unordered list easily scannable.

30. “ Online, your brand is only as good as your customer’s last experience.” - Tony Russell