A little lesson in headlines along the way…"Which one of these headlines speaks to you?"

Ten Web site Blunders to Avoid

Make Your Website a Banquet of Mouthwatering Morsels for the Hungry Hordes

How to Turn Wimpy Content into Killer Copy

1. Overemphasis on keywords.

Search Engine Optimization (SEO) rules and rumors can have you running in circles. There are definitely other ways to empower your website without hammering your readers with your keywords.

2. Spelling and grammar mistakes.

The writing should be appropriate for the context-grammatically correct and properly spelled. Mistakes in the spelling and grammar department detract from credibility and sales.

3. Irrelevant content.

The appetite for information on the web today is insatiable. Give your readers what they're looking for. Don't waste their valuable time or your valuable web real estate with unimportant, unrelated information.

4. Incoherent authority.

In a world of doublespeak and pabulum, people ache for what is good and real. Web visitors grow more savvy everyday. Know your customers and speak the truth of your offering in a strong voice.

5. Chatty nonsense.

This is the stepchild of irrelevant content and incoherent authority. Not only is it offpoint, it's inappropriate and ineffective. It may be amusing or precious, but it does not build your image, inspire brand loyalty or compel sales.

6. Monotonous, passive writing.

Language is the currency of life. It is the most powerful vehicle for exchange there has ever been. It should be used as such.

7. Ineffective headline and subheads.

If you want to improve your website readership, improve your headline by testing it. An effective headline calls out to your target audience and subheads compel them to keep reading. Market tests have shown that web visitors almost always read the headline first. Headlines are easy to test and tweak. A great headline is invaluable.

8. Too much or too little content.

Achieving balance in the quantity of words you use is both art and science. You must say just enough to get the job done. Saying too little or too much wastes your reader's time. The more complex and expensive your offering, the more likely your reader will appreciate more explanation. However, this is not an excuse for hard selling, marketing hype or other indignities.

9. Lack of focus and urgency.

This is web copy that rides off wildly in all directions. This is also known as shooting yourself in the foot. If your web copy doesn't carry your readers to a desired action, they'll get lost, and so will your sale.

10. No call to action.

This is where amateur copy most often fails. It is not enough to demonstrate the quality of your offering and its benefits to your reader. You must bring them to your offer, make it irresistible and guide them through the purchase.