When trying to get your web visitors to act, don’t offer too many choices.  If you offer too many products, or donation levels or white papers (etc) you’ll actually depress your response rate.  Instead – keep it simple and make it compelling.

Bullet points are a great way to emphasize your main selling points – but too much of a good thing is counter-productive.  Use them sparingly or your page will end up looking like a shopping list.

Your mission statement is an invaluable tool for attracting investors and creating focus. Remember, though, that it’s not marketing copy and your prospects mostly don’t care about it. Don’t use it as the focus of your sales message.

If your site is built on WordPress, make sure you install the SEO plug-in.  Optimization should be a given, not an optional extra.

Write your sales message in the same voice you would use when speaking face to face with your best prospect. If you read it out loud and it doesn’t sound natural – rewrite.