The most basic kind of Web copy is the kind that goes to the roots of commerce: selling products. Writing about them on the Web is the online equivalent of shouting your wares in a crowded marketplace. Although many of the same rules apply here as they do for print media, the Web adds a few twists of its own you need to consider:

• Focus on distinctive qualities. The Internet enables almost simultaneous comparisons of similar products. On the Web, it is especially important to trumpet the distinctions of your products.
• Be as complete in your description as possible. If your Web site is also the point of purchase (people can order directly from your site), be sure to include everything customers need to know before they buy, including

Options: List sizes, colors, special features, and so on.

Dimensions: Tell the number of pages in the book, the size of the shirt, the height of the bicycle, and so on.

Shipping information: Explain how things will be delivered and how much those options cost.

• Create links to important subordinate information. Many products sold to manufacturers, especially those that require approval from engineers, must be accompanied by information about tolerances, performance specifications, installation requirements, and so on. Technical demands can be very specific; if you don't have the precise information, you may lose the sale. Fortunately, you can convert a lot of your driest, most technical information into charts or graphs with their own dedicated pages. Be sure, however, that your product descriptions include clear links to the relevant information.