Step One Define Your Ideal Customer And Their Needs

Before even considering a single word of website copy, small to medium businesses must undertake a critical exercise ● deeply understand their ideal customer. This isn’t about vague demographics; it’s about creating a vivid, almost tangible picture of the person most likely to purchase your products or services. Think beyond age and location.

Consider their motivations, pain points, aspirations, and the language they use to describe their challenges. This foundational step is paramount because concise, conversion-focused copy speaks directly to this ideal customer, resonating with their specific needs and desires.

Many SMBs fall into the trap of creating generic website copy that attempts to appeal to everyone. This approach is fundamentally flawed. When you try to speak to everyone, you end up resonating with no one. Concise copy, by its very nature, demands focus.

It requires you to prioritize your message and tailor it to a specific audience. Understanding your ideal customer allows you to cut through the noise and create copy that is laser-focused on what matters most to them.

To effectively define your ideal customer, consider these key questions:

• Demographics ● What is their age range, location, income level, education, and profession? While not the sole focus, these provide a basic framework.
• Psychographics ● What are their values, interests, lifestyle, and personality traits? What motivates them? What are their fears and aspirations?
• Pain Points ● What problems are they trying to solve? What challenges do they face in their daily lives or businesses that your product or service addresses?
• Goals and Desires ● What are they hoping to achieve? What are their desired outcomes? How can your offering help them reach their goals?
• Language ● How do they talk about their problems and goals? What keywords and phrases do they use when searching online? Understanding their language is crucial for crafting copy that speaks directly to them.
• Online Behavior ● Where do they spend their time online? What websites do they visit? What social media platforms do they use? This helps you understand where to reach them and tailor your messaging accordingly.

Gathering this information can be achieved through various methods, even on a limited SMB budget:

• Customer Surveys ● Use free or low-cost survey tools like Google Forms or SurveyMonkey to directly ask your existing customers about their needs, motivations, and experiences.
• Customer Interviews ● Conduct brief phone or video interviews with a select group of your best customers. This allows for deeper, more qualitative insights.
• Social Media Listening ● Monitor social media platforms for conversations related to your industry or product category. See what people are saying, what questions they are asking, and what language they are using.
• Website Analytics ● Analyze your website analytics Meaning ● Website Analytics, in the realm of Small and Medium-sized Businesses (SMBs), signifies the systematic collection, analysis, and reporting of website data to inform business decisions aimed at growth. (Google Analytics) to understand who is visiting your site, what pages they are viewing, and how they are interacting with your content. Pay attention to demographics, interests, and behavior flow.
• Competitor Analysis ● Examine your competitors’ websites and marketing materials. Who are they targeting? What language are they using? This can provide valuable clues about your own ideal customer.

Once you have gathered this information, synthesize it into a clear and concise ideal customer profile or persona. This persona should be a semi-fictional representation of your perfect customer, embodying all the key characteristics you have identified. Give your persona a name, a background story, and a set of specific needs and goals. Refer to this persona throughout the website copywriting process to ensure your message remains focused and relevant.

Understanding your ideal customer is not just about demographics; it’s about empathizing with their needs, motivations, and language to craft website copy that truly resonates.

For instance, consider a small business selling project management software targeted at marketing agencies. Instead of a generic customer profile, they might develop a persona like “Sarah, the Stressed-Out Agency Project Manager.” Sarah is 35, manages multiple client projects, struggles with deadlines and communication, and is looking for a tool to streamline workflows and reduce stress. Understanding Sarah’s specific pain points allows the software company to create website copy that directly addresses her needs, highlighting features like task management, collaboration tools, and automated reporting in a way that resonates with her daily challenges.

By taking the time to thoroughly define your ideal customer, SMBs lay the groundwork for website copy that is not only concise but also highly effective at converting visitors into customers. This targeted approach ensures that every word on your website works strategically to attract and engage the right audience.

Step Two Identify Key Conversion Goals And Metrics

With a clear understanding of your ideal customer, the next critical step in crafting concise, conversion-focused website copy is to define your key conversion goals and the metrics you will use to measure success. Conversion goals are the specific actions you want website visitors to take. These actions should directly contribute to your overall business objectives, whether it’s generating leads, driving sales, or building brand awareness. Without clearly defined goals, your website copy lacks direction, and measuring its effectiveness becomes impossible.

Many SMBs make the mistake of having vague or undefined conversion goals. Simply stating “we want more customers” is not enough. Effective website copy is designed to achieve specific, measurable, achievable, relevant, and time-bound (SMART) goals. Clarity in your objectives ensures that your copy is strategically written to guide visitors towards desired actions and that you can accurately track your progress.

Common conversion goals for SMB websites include:

• Lead Generation ● Capturing contact information from potential customers. This can be achieved through forms for newsletter sign-ups, free resource downloads (e.g., e-books, templates), quote requests, or contact inquiries.
• Sales ● Directly selling products or services online through e-commerce functionality. This is the primary goal for online stores but can also apply to service-based businesses offering online booking or subscriptions.
• Appointment Booking ● Encouraging visitors to schedule appointments for consultations, services, or product demos. This is particularly relevant for service-based businesses like salons, clinics, and consultants.
• Trial Sign-Ups ● Driving sign-ups for free trials of software or subscription services. This is a common goal for SaaS businesses.
• Contact Form Submissions ● Encouraging visitors to fill out a contact form to ask questions or request more information. This is a basic lead generation Meaning ● Lead generation, within the context of small and medium-sized businesses, is the process of identifying and cultivating potential customers to fuel business growth. goal for many businesses.
• Phone Calls ● Prompting visitors to call your business directly. This is crucial for businesses that rely on phone inquiries or for services requiring immediate assistance.
• Downloads ● Encouraging downloads of brochures, catalogs, apps, or other valuable resources. This can be a lead generation tactic or a way to provide additional information to potential customers.
• Social Media Engagement ● While not always a direct conversion, encouraging visitors to follow you on social media can build brand awareness and foster a community around your business.

Once you have identified your primary conversion goals, you need to define the key performance indicators (KPIs) or metrics you will use to track your progress. These metrics will provide quantifiable data to assess the effectiveness of your website copy and identify areas for improvement.

Relevant metrics for measuring website copy conversion include:

• Conversion Rate ● The percentage of website visitors who complete a desired action (e.g., form submission, purchase). This is a fundamental metric for measuring overall website effectiveness.
• Click-Through Rate (CTR) ● The percentage of people who click on a specific call-to-action (CTA) button or link. This metric helps assess the effectiveness of your CTAs and headlines.
• Bounce Rate ● The percentage of visitors who leave your website after viewing only one page. A high bounce rate on key landing pages might indicate that your copy is not engaging or relevant to visitors.
• Time on Page ● The average amount of time visitors spend on a particular page. Longer time on page can suggest that your copy is engaging and holding visitor attention.
• Pages Per Session ● The average number of pages visitors view per session. A higher number might indicate that visitors are exploring your website and finding your content valuable.
• Goal Completions ● The total number of times visitors complete your defined conversion goals (e.g., form submissions, purchases). This is a direct measure of your website’s success in driving desired actions.
• Cost Per Conversion ● If you are running paid advertising campaigns, tracking the cost per conversion helps you assess the ROI of your marketing efforts and optimize your website copy and landing pages for better performance.

To effectively track these metrics, SMBs should leverage website analytics tools like Google Analytics. Google Analytics Meaning ● Google Analytics, pivotal for SMB growth strategies, serves as a web analytics service tracking and reporting website traffic, offering insights into user behavior and marketing campaign performance. allows you to set up conversion tracking, monitor key metrics, and analyze user behavior on your website. Understanding these metrics provides data-driven insights into what’s working and what’s not, enabling you to refine your website copy and optimize for higher conversion rates.

Defining specific conversion goals and tracking relevant metrics transforms website copy from a guessing game into a data-driven process for achieving measurable business results.

For example, a local bakery might define their primary conversion goal as “online orders.” They would then track metrics like conversion rate on their online menu page, average order value, and cart abandonment rate. By monitoring these metrics, they can identify areas to improve their website copy, such as clarifying product descriptions, optimizing the checkout process, or adding compelling calls to action to encourage orders. If they notice a high cart abandonment rate, they might test different copy variations highlighting free delivery or limited-time offers to incentivize customers to complete their purchases.

Clearly defining conversion goals and metrics is not a one-time task. It’s an ongoing process that should be reviewed and adjusted as your business evolves and your marketing objectives change. Regularly analyzing your website data and aligning your copy with your conversion goals ensures that your website remains a powerful tool for driving business growth.

By establishing these foundational elements ● a deep understanding of your ideal customer and clearly defined conversion goals ● SMBs set the stage for creating website copy that is not only concise but also strategically aligned with their business objectives and highly effective at driving desired outcomes.

Step Three Streamline Your Message With Ai Powered Tools

With a solid foundation in understanding your ideal customer and defining conversion goals, SMBs can now leverage the power of AI to streamline their message and craft concise website copy Meaning ● In the realm of SMB growth, automation, and implementation, concise website copy refers to strategically crafted text that communicates value propositions and actionable information with minimal word count. more efficiently. AI-powered writing tools are no longer futuristic fantasies; they are practical, accessible resources that can significantly enhance the copywriting process, particularly for businesses with limited time and resources. These tools can assist with various aspects of concise copywriting, from generating initial drafts and refining existing text to improving readability and identifying areas for simplification.

Many SMB owners may feel intimidated by the prospect of using AI, assuming it’s complex or requires technical expertise. However, the current generation of AI writing tools Meaning ● AI Writing Tools, within the SMB sphere, represent software leveraging artificial intelligence to automate and streamline content creation processes. is designed to be user-friendly and accessible to individuals with no coding or advanced technical skills. These tools offer intuitive interfaces and straightforward workflows, making them easily integrable into existing content creation processes.

Here are several ways SMBs can utilize AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. to streamline their website copy and enhance conciseness:

• Content Generation and Drafting ● AI writing assistants can generate initial drafts of website copy based on prompts and keywords. While these drafts may not be perfect, they provide a starting point and can significantly reduce the time spent on staring at a blank page. Tools like Jasper (formerly Jarvis), Copy.ai, and Rytr are popular options. For example, you can input a prompt like “Write website copy for a landing page promoting our new accounting software for small businesses, focusing on time-saving benefits” and the AI will generate a draft you can then refine.
• Sentence and Paragraph Condensation ● AI tools can help identify and eliminate unnecessary words and phrases, making your copy more concise and impactful. Features like sentence rephrasing and summarization can automatically shorten lengthy sentences and paragraphs without sacrificing clarity. Many grammar and writing tools, such as Grammarly Premium and ProWritingAid, incorporate AI-powered conciseness suggestions.
• Headline and Call-To-Action Optimization ● Crafting compelling headlines and calls to action is crucial for conversion. AI tools can generate multiple headline and CTA variations based on keywords and desired tone. This allows you to A/B test different options and identify the most effective phrasing. Tools like Copy.ai and Jasper offer dedicated headline and CTA generators.
• Readability Improvement ● AI-powered readability checkers analyze your text and provide scores based on metrics like sentence length, word complexity, and paragraph structure. They suggest ways to simplify your language and improve overall readability, ensuring your message is easily understood by a wider audience. The Hemingway Editor and Grammarly are excellent tools for assessing and improving readability.
• Keyword Integration and SEO Optimization ● AI tools can assist in seamlessly integrating relevant keywords into your website copy for SEO purposes. They can suggest natural-sounding ways to incorporate keywords without keyword stuffing, which can harm your search engine rankings. Tools like Surfer SEO and SEMrush Writing Assistant offer AI-powered SEO writing assistance.
• Tone and Style Adjustment ● AI can help you adjust the tone and style of your website copy to align with your brand voice and target audience. Whether you need a more formal, informal, persuasive, or informative tone, AI tools can help you refine your writing accordingly. Jasper and Copy.ai allow you to specify desired tone and style parameters.

When using AI writing tools, it’s important to remember that they are assistants, not replacements for human creativity and strategic thinking. AI-generated content should always be reviewed, edited, and refined by a human copywriter or marketing professional to ensure accuracy, brand consistency, and overall quality. Think of AI tools as a way to accelerate the copywriting process and overcome writer’s block, not as a fully automated solution.

AI writing tools empower SMBs to streamline their message, enhance conciseness, and create website copy more efficiently, but human oversight remains crucial for quality and brand alignment.

For instance, a small e-commerce business selling handmade jewelry could use an AI tool like Copy.ai to generate product descriptions. They might input the product name, materials, and key features, and the AI would generate several variations of descriptions. The business owner would then review these drafts, select the best options, and personalize them further to reflect their brand voice and highlight the unique artistry of their jewelry. They might also use a readability checker like Hemingway Editor to ensure the descriptions are clear and easy to understand for online shoppers.

To effectively integrate AI tools into your website copywriting workflow, SMBs should follow these best practices:

1. Start with a Clear Brief ● Provide the AI tool with a detailed brief outlining your target audience, conversion goals, key message points, and desired tone. The more information you provide, the better the AI can understand your needs and generate relevant content.
2. Experiment with Different Tools and Features ● Explore various AI writing tools and their features to find the best fit for your specific needs and writing style. Many tools offer free trials or limited free plans, allowing you to test them before committing to a paid subscription.
3. Focus on Refinement and Editing ● Don’t rely solely on AI-generated content without human review. Treat AI drafts as starting points and invest time in editing, refining, and personalizing the copy to ensure it aligns with your brand and marketing objectives.
4. Use AI for Specific Tasks ● Leverage AI tools for specific copywriting tasks where they excel, such as generating headlines, CTAs, product descriptions, or summarizing lengthy text. Don’t try to fully automate the entire copywriting process.
5. Continuously Evaluate and Improve ● Track the performance of your website copy and use data to identify areas for improvement. Experiment with different AI tools and techniques to optimize your copywriting workflow and achieve better results over time.

By strategically incorporating AI-powered tools into their copywriting process, SMBs can overcome common challenges like time constraints and writer’s block, create more concise and impactful website copy, and ultimately drive higher conversion rates. Embracing AI as a writing assistant can be a game-changer for SMBs looking to enhance their online presence and achieve their business goals.

Step Four Optimize For Clarity And Readability

Concise website copy is not just about brevity; it’s about clarity. Even the most brilliantly written copy will fail to convert if it’s confusing, jargon-laden, or difficult to read. Optimizing for clarity and readability is paramount for ensuring that your message is easily understood by your target audience, regardless of their reading level or familiarity with your industry. Clear and readable copy enhances user experience, keeps visitors engaged, and ultimately drives higher conversion rates.

Many SMB websites suffer from copy that is too complex, technical, or simply poorly written. Visitors have limited attention spans online, and if they struggle to understand your message, they will quickly leave your website. Prioritizing clarity and readability ensures that your website copy is accessible, engaging, and effectively communicates your value proposition.

Here are key strategies SMBs can implement to optimize their website copy for clarity and readability:

• Use Simple and Plain Language ● Avoid jargon, technical terms, and overly complex vocabulary. Opt for simple, everyday language that is easily understood by a broad audience. Imagine explaining your product or service to a friend or family member who is not in your industry.
• Write Short Sentences and Paragraphs ● Long, convoluted sentences and dense paragraphs are difficult to process online. Break down your copy into shorter sentences and paragraphs. Aim for one main idea per paragraph to improve readability and scannability.
• Employ Active Voice ● Active voice is generally clearer and more direct than passive voice. Whenever possible, use active voice to make your sentences more concise and impactful. For example, instead of “The website copy was optimized by the marketing team” (passive), write “The marketing team optimized the website copy” (active).
• Utilize Headings, Subheadings, and Bullet Points ● Structure your website copy with clear headings and subheadings to break up large blocks of text and improve scannability. Use bullet points and numbered lists to present information in a concise and easy-to-digest format. These elements help visitors quickly scan your content and find the information they need.
• Focus on One Idea Per Sentence ● Avoid cramming multiple ideas into a single sentence. Each sentence should focus on conveying one clear thought. This improves sentence clarity and makes your copy easier to follow.
• Use Transition Words and Phrases ● Employ transition words and phrases (e.g., “furthermore,” “however,” “in addition,” “as a result”) to create a smooth flow between sentences and paragraphs. Transitions help guide the reader through your content and improve comprehension.
• Proofread and Edit Carefully ● Typos, grammatical errors, and awkward phrasing can significantly detract from clarity and credibility. Always proofread and edit your website copy meticulously before publishing. Consider using grammar and spell-checking tools like Grammarly or ProWritingAid to catch errors you might miss.
• Read Your Copy Aloud ● Reading your copy aloud is a powerful technique for identifying awkward sentences and areas where clarity can be improved. If you stumble over certain phrases or sentences when reading aloud, they are likely too complex and need to be simplified.
• Get Feedback from Others ● Ask colleagues, friends, or even target audience members to read your website copy and provide feedback on clarity and readability. Fresh eyes can often spot areas for improvement that you might overlook.
• Test Readability Scores ● Utilize online readability checkers like the Flesch-Kincaid readability tests (available in tools like Microsoft Word and online readability calculators) to assess the reading level of your website copy. Aim for a readability score that is appropriate for your target audience (generally, a score between 7th and 9th grade reading level is recommended for broad online audiences).

Clarity and readability are not optional extras; they are fundamental components of concise website copy that ensures your message is easily understood and drives conversions.

For example, a small business selling cloud storage solutions might initially write website copy filled with technical jargon about server infrastructure and data encryption. However, to optimize for clarity and readability, they should simplify their language and focus on the benefits for the average user. Instead of “Leverage our robust, multi-tenant architecture for unparalleled data redundancy,” they could write “Keep your files safe and accessible from anywhere.” They would also break down lengthy paragraphs into shorter, more digestible chunks and use bullet points to highlight key features and benefits in a scannable format.

To ensure ongoing clarity and readability optimization, SMBs should:

1. Establish a Style Guide ● Create a style guide for your website copy that outlines guidelines for tone, voice, grammar, punctuation, and formatting. This ensures consistency in clarity and readability across all website content.
2. Regularly Review and Update Copy ● Website copy is not static. Periodically review and update your copy to ensure it remains clear, readable, and aligned with your current messaging and target audience.
3. Monitor User Feedback ● Pay attention to user feedback and website analytics to identify areas where visitors might be struggling to understand your copy. Are users frequently abandoning certain pages? Are they asking clarifying questions in contact forms? This feedback can guide your clarity and readability optimization efforts.
4. A/B Test Different Copy Variations ● Experiment with different copy variations to see which versions perform best in terms of clarity and engagement. A/B test different headlines, paragraph structures, and calls to action to identify what resonates most effectively with your audience.

By prioritizing clarity and readability, SMBs can create website copy that is not only concise but also highly effective at communicating their message, engaging visitors, and driving conversions. Investing in clear and readable copy is an investment in user experience and ultimately, business success.

Step Five Test Analyze And Iterate For Continuous Improvement

Crafting concise, conversion-focused website copy is not a one-time project; it’s an ongoing process of testing, analysis, and iteration. Even after implementing the previous steps, SMBs must continuously monitor the performance of their website copy, identify areas for improvement, and make data-driven adjustments to optimize for even higher conversion rates. This iterative approach is crucial for staying ahead of the competition and maximizing the ROI of your website.

Many SMBs launch their websites and then neglect to regularly analyze and optimize their content. They may assume that once the copy is written, the job is done. However, the online landscape is constantly evolving, and what works today may not work tomorrow. Continuous testing and iteration are essential for ensuring that your website copy remains effective and continues to drive conversions over time.

Here are key strategies for implementing a continuous improvement Meaning ● Ongoing, incremental improvements focused on agility and value for SMB success. cycle for your website copy:

• A/B Testing ● A/B testing Meaning ● A/B testing for SMBs: strategic experimentation to learn, adapt, and grow, not just optimize metrics. (also known as split testing) is a powerful technique for comparing different versions of your website copy to see which performs better. You create two or more variations of a webpage element (e.g., headline, call to action, paragraph text) and randomly show each version to a segment of your website visitors. By tracking the conversion rates for each variation, you can identify the winning version and implement it on your website. Tools like Google Optimize (free) and Optimizely are popular A/B testing platforms.
• Multivariate Testing ● Multivariate testing is an extension of A/B testing that allows you to test multiple variations of multiple elements on a webpage simultaneously. This is useful for optimizing complex pages with numerous elements that might impact conversion rates. Tools like Optimizely and VWO offer multivariate testing capabilities.
• Heatmaps and User Behavior Analysis ● Heatmap tools like Hotjar and Crazy Egg visually represent how users interact with your website pages. They show you where users are clicking, scrolling, and spending their time. Analyzing heatmaps can reveal areas of your website copy that are attracting attention and areas that are being ignored. User behavior analysis tools, often integrated with heatmap platforms, provide session recordings and other insights into how users navigate your website, helping you identify usability issues and areas for copy improvement.
• Conversion Rate Optimization (CRO) Analysis ● Regularly analyze your website conversion rates and identify pages with low conversion performance. Use analytics data to understand user behavior on these pages and pinpoint potential reasons for low conversions. Are visitors bouncing quickly? Are they not clicking on your calls to action? This analysis will guide your testing and iteration efforts.
• User Surveys and Feedback ● Directly solicit feedback from your website visitors through surveys or feedback forms. Ask them about their experience on your website, what they found helpful, and what could be improved. User feedback provides valuable qualitative insights that complement quantitative data from analytics and testing. Tools like SurveyMonkey and Typeform can be used for website surveys.
• Competitor Benchmarking ● Continuously monitor your competitors’ websites and marketing materials. Analyze their website copy, identify what they are doing well, and look for opportunities to differentiate yourself and improve your own copy. Competitor analysis can spark new ideas for testing and optimization.
• Regular Content Audits ● Conduct periodic content audits of your website to assess the overall effectiveness of your copy. Are your key messages still relevant? Is your copy up-to-date? Are there any pages with outdated or underperforming content? Content audits help you identify areas for content refresh, rewrite, or removal.
• Data-Driven Decision Making ● Base your website copy optimization decisions on data and insights, not on hunches or assumptions. Track your metrics, analyze your test results, and use data to guide your iterative improvements. Avoid making changes based solely on personal preferences or opinions.
• Embrace a Growth Mindset ● View website copy optimization as an ongoing process of learning and improvement. Embrace experimentation, be willing to test new ideas, and learn from both successes and failures. A growth mindset is essential for continuous improvement and achieving long-term website success.

Continuous testing, analysis, and iteration transform website copy optimization from a one-time task into a dynamic, data-driven process for sustained conversion growth.

For example, an online retailer selling artisanal coffee might want to optimize their product page copy. They could start by A/B testing different headlines for their product descriptions, such as “Exquisite Single-Origin Ethiopian Yirgacheffe” versus “Taste the Best Ethiopian Coffee Beans.” They would track the conversion rates for each headline to see which version drives more sales. They could also use heatmaps to analyze how users interact with their product pages, identifying if users are scrolling down to read the full descriptions or focusing on specific sections. Based on these insights, they would iterate on their product copy, testing different layouts, descriptions, and calls to action to continuously improve conversion rates.

To effectively implement a testing and iteration cycle, SMBs should:

1. Prioritize Testing Opportunities ● Focus your testing efforts on the website pages and elements that have the biggest impact on your conversion goals. Prioritize testing on high-traffic pages, landing pages, and key conversion funnels.
2. Develop a Testing Hypothesis ● Before launching an A/B test, formulate a clear hypothesis about why you believe a particular copy change will improve performance. For example, “We hypothesize that using a more benefit-driven headline will increase click-through rates on our landing page.”
3. Test One Element at a Time ● When A/B testing, focus on changing only one element at a time (e.g., headline, CTA). This makes it easier to isolate the impact of the change and determine what is driving the results.
4. Run Tests for Sufficient Duration ● Ensure your A/B tests run for a sufficient duration to gather statistically significant data. The required duration will depend on your website traffic and conversion rates. Use A/B testing calculators to determine appropriate test durations.
5. Analyze Test Results Thoroughly ● Carefully analyze the results of your A/B tests, looking beyond just conversion rates. Examine metrics like bounce rate, time on page, and user behavior to gain a deeper understanding of why one variation performed better than another.
6. Implement Winning Variations and Iterate Again ● Once you have identified a winning variation from an A/B test, implement it on your website. However, the optimization process doesn’t end there. Continuously look for new testing opportunities and iterate on your copy to achieve even better results.
7. Document Your Testing Process ● Keep a record of your A/B tests, including the hypotheses, variations tested, results, and implemented changes. This documentation helps you track your optimization progress and learn from past tests.

By embracing a culture of continuous testing, analysis, and iteration, SMBs can transform their website copy from a static asset into a dynamic, high-performing engine for driving conversions and achieving sustained business growth. This data-driven approach ensures that your website copy is always working optimally to attract, engage, and convert your target audience.

References

• Strunk, William, and E. B. White. The Elements of Style. 4th ed., Longman, 2000.
• Krug, Steve. Don’t Make Me Think, Revisited ● A Common Sense Approach to Web Usability. 3rd ed., New Riders, 2014.
• Cialdini, Robert B. Influence ● The Psychology of Persuasion. Rev. ed., HarperBusiness, 2007.