The essential features of a good relevant web copy, content can be given as below:

1) Accuracy: Avoiding spelling mistakes and providing sources and evidence of theories or hypothesis.

2) Clarity: Ease of comprehension and effective communication of the idea & thought conveyed.

3) Brevity: Explained in simple user understandable language relevant points highlighted .

4) Easily navigable site structure and layout for increase of awareness and search relevant information

5) Frequency of change of content for maintaining freshness, also helpful for search engine robots.

6) Appropriate Title, Headings and keywords highighted to catch attention of the user.

7) Proper use of font type, size, color & style for clarity

8) Quote references, providing contact details for communication with the user

9) Appropriate call to action statements for user to act and direct user to act or navigate to other pages.

10) Use relevant image/form with right content for maximize user action.conversion.