A beautiful site that says nothing sells nothing. The right words, in the right place, make the difference between a visitor who scrolls and a visitor who writes to you. Copywriting is what turns attention into contact.

Visitors are supposed to read. In reality, they scan. They stop on a headline, a hook, a button, and decide in a handful of words: I carry on, or I leave. Every visible word has to earn its place.

Copywriting is part of the project: we do not dress a finished site in nice words, we write it with them.

David Ogilvy, one of the great figures of advertising, put it bluntly: on average, five times as many people read the headline as read the body copy. "When you have written your headline, you have spent eighty cents out of your dollar." If the headline misses, almost nobody reads the rest.

In 1926, John Caples wrote one of the most famous headlines in advertising history: "They laughed when I sat down at the piano, but when I started to play…" Not a word about the product, a simple music course. Just tension, and the urge to know what happened next. The ad sold for years.

Writing well for the web is not lining up nice sentences, it is moving the reader forward. At Iggy, every headline promises something, every paragraph lifts a doubt, every button says what happens on click. Words that work, not words that decorate.

Sources: David Ogilvy, "Ogilvy on Advertising" (the weight of the headline); John Caples, "They Laughed When I Sat Down at the Piano" (1926).