10 Steps to Optimizing Copy and Content

When evaluating and improving any type of content or copy, there is a quick 10-step process you can use.

1. Headlines. Why are headlines first? They are the critical attention-getters that allow your visitor to determine if the page is relevant to her needs in just a few seconds. Readers of your pages scan the headlines and sub-headlines (headers and sub-headers) to grok the content on a page and decide if they want to read more of your copy. Headlines aid in the visual task of scanning and skimming, which helps your visitors organize the information you present. Worded appropriately, they encourage your visitors to go deeper into your persuasive copy. David Ogilvy would say, 'If you haven't done some selling in your headline, you have wasted 80 percent of your client's money.'

Read more: 10 Steps to Optimizing Copy and Content | ClickZ