How to Write Copy for The Web
Your Web site has a single motive: To ‘ignite’ your visitors to take action. This prime motive is behind every element of your Web site design and content.
Start with the idea that you have one chance to reach your customers.
They will never return to your site unless you make it worth their while, and they will not buy unless you encourage/force/ask them to. This will impact the 5 prime elements working together in any excellent Web site – the mechanics, content, interactivity, design and optimization. Right now, let’s focus on the mechanics of writing content that sells. Here is a simple template for a Web site that sells which you can readily adapt to meet your needs. Use it as a jumping-off point for your income-generating Web presence. You’ll find it goes against the current vogue online for the single-page, long-scrolling salesletter on the home page leading to an order form. But think of it this way: Your home page can be like an interesting magazine index, or magazine cover listing provocative headlines. You should offer enough compelling information here so that any visitor is forced to go deeper into your site. They’ve got to click through. They just can’t hold themselves back.
1. Break the copy of your sales letter up into short copy paragraphs. A single-sentence paragraph can make a striking point.
2. Use headlines and sub-headlines.
3. Use bullets, numbers, and dashes (-) to further break up copy, allowing plenty of white space to make reading your offer even easier on the eye.
4. Use arrows (->), boxes, color or shading, graphics, indentations, bold lettering, CAPITAL LETTERS, italics, and punctuation!! Note: use a light touch here, rather than the ‘HIT them over and over ’til they beg for mercy!’ approach.
5. Give customers premiums. Over-deliver on the offer that first interested your prospective customer any way you can. The goal is to give your customers far more perceived value than they actually pay for. Premiums can add tremendous value to your offer without substantially increasing your cost of delivery.
6. Emphasize the word FREE wherever it applies.
7. Use fast-loading graphics that actively support your message. Avoid generic clip-art ‘success’ graphics if you can.
8. Provide testimonials. If you don’t have them, give your product or service away and gather some immediately. It’s a suspicious world, and you need other people to validate your offer.
9. Urge ‘Immediate Action’. State a time limit to your offer (note: many marketers offer their premiums only if prospective customers buy within a window of 3-14 days). 10. Make an iron-clad guarantee. Do what you can to over-deliver in this area, too – a guarantee that is better than your competitors offer is a powerful selling point.
How to Write Copy for The Web
Your Web site has a single motive: To ‘ignite’ your visitors to take action. This prime motive is behind every element of your Web site design and content.
Start with the idea that you have one chance to reach your customers.
They will never return to your site unless you make it worth their while, and they will not buy unless you encourage/force/ask them to. This will impact the 5 prime elements working together in any excellent Web site – the mechanics, content, interactivity, design and optimization. Right now, let’s focus on the mechanics of writing content that sells. Here is a simple template for a Web site that sells which you can readily adapt to meet your needs. Use it as a jumping-off point for your income-generating Web presence. You’ll find it goes against the current vogue online for the single-page, long-scrolling salesletter on the home page leading to an order form. But think of it this way: Your home page can be like an interesting magazine index, or magazine cover listing provocative headlines. You should offer enough compelling information here so that any visitor is forced to go deeper into your site. They’ve got to click through. They just can’t hold themselves back.
1. Break the copy of your sales letter up into short copy paragraphs. A single-sentence paragraph can make a striking point.
2. Use headlines and sub-headlines.
3. Use bullets, numbers, and dashes (-) to further break up copy, allowing plenty of white space to make reading your offer even easier on the eye.
4. Use arrows (->), boxes, color or shading, graphics, indentations, bold lettering, CAPITAL LETTERS, italics, and punctuation!! Note: use a light touch here, rather than the ‘HIT them over and over ’til they beg for mercy!’ approach.
5. Give customers premiums. Over-deliver on the offer that first interested your prospective customer any way you can. The goal is to give your customers far more perceived value than they actually pay for. Premiums can add tremendous value to your offer without substantially increasing your cost of delivery.
6. Emphasize the word FREE wherever it applies.
7. Use fast-loading graphics that actively support your message. Avoid generic clip-art ‘success’ graphics if you can.
8. Provide testimonials. If you don’t have them, give your product or service away and gather some immediately. It’s a suspicious world, and you need other people to validate your offer.
9. Urge ‘Immediate Action’. State a time limit to your offer (note: many marketers offer their premiums only if prospective customers buy within a window of 3-14 days). 10. Make an iron-clad guarantee. Do what you can to over-deliver in this area, too – a guarantee that is better than your competitors offer is a powerful selling point.
