I came across an humorous and informative post by Jon Correll about optimising copywriting for converting visitors; 10 Commandments of Copywriting That Inspire Conversion. Visit the link to read the full post, it's worth the time!

Here is a summary of the points to remind myself (or in case the page 404s one day);

  1. Use "Calls to Action".
  2. Communicate "Value"
  3. Make it about them
  4. Break it up
  5. Keep it simple - no fluff!
  6. Repetition
  7. Get their attention
  8. It's about the product, not the writing
  9. Unique Selling Position
  10. Be Friendly and engaging