Copywriting Web users aren't reasonable. They don't need to be, since your competitor's website is just a click away. They won't read your fine-spun copy. They'll ignore your witty turns-of-phrases. They scan for what they're looking for and click on the first promising link they find. Copywriting for the Web is all about getting to the point. Professionally written copy is important because Good copy is your site's first defense against the What-Do-I-Do-Now Syndrome. When users get confused, they leave. This is especially true for your site's homepage, where clarity and scannability are crucial.Good copy informs, entertains, and inobtrusively leads the user to the call-to- action, where the sale, lead, or contact is made. It converts visitors to customers.