1. Copywriting is a conversation. Consumers will always go where the conversation speaks their language. So write for people. Write like a human. There's no need for empty corporate speak in your copy, people hate corporate speak.
2. Words matter. Every word you write is an opportunity to engage with your audience while you're not there. Don't let your message get up lost in a sea of industry jargon.
3. Be clear. Your website only has a few seconds to make a great first impression and gain recognition and trust. So make sure your message is clear.
4. Be specific. Copywriting is all about getting the reader to take action. So tell people exactly what you want them to do when they visit your website, and make it easy for them to do it. Don't make them guess.
5. Don't make it about you. Write sentences with an emphasis on "you" rather than "I" or "we". Think about why a person might come to your website in the first place. Write for that person.
6. Write about benefits, not features. Remember this: The first iPod wasn't marketed by Apple as "a 5GB MP3 player" (boooooring) but as "1,000 songs in your pocket" (shut up and take my money!).