Think of a website as a wordsite.
Beautiful design is a given. Pay more attention to the copy and the microcopy than the fonts and the colors. Pay attention to the words and stories that move people.
Copy is key to a successful website. People don’t go to a website to look at pretty pictures. People go to a website to learn more, to learn why.
That’s not an excuse to bullet-point a stack of info and hope for the best. That’s not an excuse to lecture them. Design the copy and words and stories for a desired outcome.
Use copy and words and stories to transform an ordinary website into something extraordinary.
Use copy and words and stories to move people from uncertainty to certainty.