Though it may be cynical to say it, one way to tell the difference between a company's website and a website made by an individual is the level of optimism. Nearly all retail websites are optimistic about their products. Advice and warnings may exist, but they will not be the centerpiece of the site. On the other hand, an individual discussing the product will often be honest in mentioning its good and bad aspects.

An honest company will wish to make sure customers understand that it is not trying to deceive them. It should not say so many positive things about its products that it seems suspicious. A company may want to compare its products to the competition, pointing out its advantages while not ignoring major drawbacks.

Successful copy has one thing in common - it makes the reader feel urgent to do something - specifically what is being written about in the copy. It is important to tell reader to act by making an offer. It's as easy as asking to call, fax, or request information. SECRET TIP: Make it a limited time offer and watch response rates explode.

Try to use brief but meaningful link text when asking the end-user or website visitor to take an action. Instead of repeating "click here" over and over again within your pages, try to provide some explanation of what the site is, or what the visitor will find when they click through. Simply stated, try to not use a verb phrase as it is against many of the rules for good web copywriting.

It is important when writing copy not to say what is wrong with everyone else, but rather what makes your product or service different than the rest. By articulating what sets you apart from the competition, you will be able to make a more lasting impression on your visitors.