Copywriting is not like writing a novel. It’s not like writing a News Release. And yet many websites I visit drone on with walls of text! They are not broken up with headings and subheads. The pages have no photos or other types of visual interest. They use the passive voice. This is a recipe for making your visitors eyes glaze over and then quickly bouncing off your website.
In the interest of saving us from boring websites, I am reblogging this post, which clearly outlines what you need to do to write effective copy.