When I coach authors on what their web site needs to look like, I spend a lot of time talking about the words on their web site, i.e. their copywriting. But even more important than the collection of words are a few individual phrases no site can be without. Sign-up: getting your visitor to sign up for *something* is important. Why? Because studies have shown that surfers don’t often buy the first time they land on your site. Often they want to browse, shop, maybe bookmar…

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