It turns out that humans now have shorter attention spans than a goldfish. According to this research, our attention span on the Web is only eight seconds. The attention span of a goldfish, however, is a second longer. It also means that you have only eight seconds to grab your readers? attention.
And chances are you waste it with warm-up paragraph. That?s copy that does nothing else but beat around the bush until you?re finally ready to introduce the key message.
If the first 20 words, or about two paragraphs of your copy, don?t introduce the problem, remove them. Chances are that they?re there only because you needed to warm up to finally write the key points.
There is one other thing to remember when you write Web copy: Your prospects are in a rush. They have other websites to visit before making the buying decision. And the quicker you tell them what they need to know, the bigger the chance they?ll remember you and come back to buy.
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