Long before I worked on my first website, I was writing content for brochures and direct mail campaigns. Many of the lessons  I learned about good copywriting then are absolutely transferable to the digital age.

If you want to create great content that's engaging and interesting your copy must be is focused on your reader. One of the simplest tests is what I call the pencil test.

Get two pencils, one a blue and one red. Print out that page of web copy and start circling every word that is first person, I, we, our,  in red. Circle every phrase that is second person, you, your, your business, companies like you, in blue.  Then compare the circles.  If the red circles outnumber the blue circles you have some rewriting to do