Website user behaviour
You probably feel your website copywriting is full of useful and informative content. And most likely it is. The reality though, is generally users won’t read beyond the second paragraph of a website page.
Consider your own website browsing behaviour. Do you stay and read the website content if a site doesn’t immediately seem what you’re looking for? Of course not … neither will users reading your web copy.
The website copywriter approach
Web copywriters combat this issue using journalistic style. Sometimes this is called writing content in an inverted triangle. Basically that means getting the key message across early in the web copywriting and high on the page. Something like a tabloid newspaper.
Relevant detail comes later, once the reader gets interested in your website page content.
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Continue to web copywriting secret #2 and see this sample website content evolve.