Web copies are written with an objective in mind for them to be successful. The objective usually means a consumer group that you know to be responsive to the kind of products or services that you offer them. For example, if you sell mobile phones that are trendy in design with lots of social media functions, you know that the young brigade is more likely to take an instant liking to your product. Once you have identified the consumer group, your web copies must be written exclusively with these consumers in mind. That is the only way in which your web copy will be able to fulfill its purpose.
It is often noted that web copies dabble in highly technical matters related to the domain of business you are in. The ghost writers on your team crank out a well-written article on some finer technical detail that will be of great interest to people in your domain of work. For common consumers, such technicalities are a burden that they will shrug off at the slightest opportunity. In other words, despite all the effort that you invest in getting such a scholarly web copy off to the press, it fails to get you any readership. It does not even engage with your consumer group! When such web copies are written by your team, send them off to channels that cater to specialized professionals in your business. Do not dish it out to the buying public.
For people who buy your products or services, you need to interpret those technicalities for them to understand why they need a particular product. Instead of telling them how the car you manufacture gives you lesser mileage, tell your consumers how much dough they save in the process. That is more up the alley of common buyers. They want to know what you have in your product to make them life easier. They are not interested in the innards of the product and how trend-setting the technology is! So, the next time you write a web copy for the business to consumer (B2C) domain, make sure you don’t go all high on technical details. Keep your target readers in mind and write something that you would like to read as a layman reader.