You've worked so hard getting that much elusive traffic to your site. You've taken out a few ezine ads that have returned a good number of clickthroughs, you're getting some traffic from major search engines, and still you wonder why your cash register isn't jumping. You know you've got a good product or service. What's problem?

Well it might be sales copy on your web site.

Far too often I see same mistakes on web site after web site. Let's take a look at 10 points of writing good copy and see how many of these you have incorporated into your own site copy.

1) ATTENTION: You MUST grab visitors attention immediately with your headline. You've got about 2 seconds to get their interest or they are gone. How many web sites have you seen that start out with a phrase such as "Thank you for visiting my web site. Here you will find some great products" BLAH BLAH BLAH. Bye bye visitor.

The headline of your site must pull visitor in, make them want to learn more. I'm not going to give you sample headlines as that is not purpose of this article, but if you don't have a killer headline, rest becomes somewhat irrelevant.

2) INTEREST: Once you've managed to convince always skeptical visitor that they need to keep reading with your great headline, you need to start building overall interest in your product or service, how will potential customer benefit from your product or service. Never EVER start talking about yourself, you must focus on benefits your product can provide to visitor.

3) BUILDUP and CREDIBILITY: So far so good, you haven't lost them yet. Now comes tough part. Up to this point you've lured them in with some great writing, but now you have to start backing up your claims. This is where you need to throw in some testimonials. Any testimonial you use must be 100% authentic.

4) PROVE YOUR CREDIBILITY: I recommend you always use person's real name, city and state in testimonial.

Testimonials that simply use someone's initials are always looked at with a skeptical eye, and you know why, no one really knows whether they are real or bogus. Ask person giving testimonial if it is OK to use one of their real email addresses in testimonial. This way people know they can contact this person to verify authenticity of testimonial. I have given a number of testimonials through years and always allow my email address to be used. I have also received a number of inquiries from people wanting to verify if my testimonial was real. It was, and a few of them also became MY customers.

5) BELIEVABILITY BUILDERS: Make certain at this point you offer a no hassle guarantee. A Strong guarantee does not increase refunds, it reduces them. Make potential customer know that you stand 100% behind what you sell and if they have a problem or are dissatisfied in any way, you are there to help them.