Contant rich copy, website product description

Keeping your website copy "real" is the sure way to achieve great rankings within the search engines, there are many different aspects to a well optimised website but they all form a ring around the main ingredient - great copy.

Be real not robotic
It's always a good idea to write your copy as if you're talking to a customer, your keywords should come naturally as your write, within your copy you can also employ the "call to action" methods which push the customer on, whether it's to the payment page or to another product that compliments the original product.

Check back
Don't ever presume you've nailed it, always return and amend your text, if you have a web-stat package that allows you to watch and read the web pages that your customer is viewing in "real time" then this is a fantastic way of seeing spelling mistakes, or paragraphs that are gramatically incorrect.

Bullet points & headers within the copy
If you have a lot of text for the customer to read, break it up - use bold paragraph titles, use bullet points, highlight keywords within the text so that fast readers can pick out the key important elements of the paragraph and still get the gist of the paragraph.

Just a few pointers to get you on your way.