Great web sites don't "just happen." They are the result of good design and site principles, which make it easy for your visitors to find what they are looking for. So, the success of your web site is directly related to how well your site is planned, so this means laying the groundwork first.
To write persuasive web copy, use the techniques that work off-line as they also work equally well on-line. It's so easy to incorporate a lot of pictures, graphics, and other gizmos to grab the attention of your visitor, but the most successful web sites employ clear and uncluttered copy.
By getting your site visitor's to keep coming back to your web site, you will build a level of trust and they will see your business as an authority in your field and build loyalty to your brand. This means when they keep coming back to your web site, get more advice and become returning customers.