Be Positive From Beginning To End
When starting any copywriting, it is important that you are positive from the beginning to the end.
You need to grab their attention at the beginning, and make them want more when they have finished. It is vitally important that you use your best material at both the beginning and end of your work.
So if you produce a weak finish, then your customers will walk away feeling disappointed. They will also have forgotten the strong opening that you had produced, as well as the great stuff that followed after. All they will ever remember is what a let down the end was.
So, just how do you apply this to writing copy for the web?
What you should do is to think of your web page as a story, show or performance that you are presenting. It is important that you think about the structure, and any messages you are presenting on your web pages in order to have that all important stronger ending.