At the minimum copy has to be readable. That's actually harder than you might think. Not only does your site visitor have to be able to understand it, they have to get to the end of it.

Web copy should work like an escalator. Once your audience has started reading it, it must do all the work for them. Copy should transport people from being non-committal to being interested to know more or ready to buy.

Motivating people to read all of your copy means they receive all of your key messages. That is what readability is all about, not just order of the words right getting.

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