The Importance of Writing Good Web Site Sales Copy Judy Cullins c. 2003 All Rights Reserved.
Many small businesses fail because their owners don't pay enough attention to sales copy. Especially Online.
The biggest mistake? Sales copy that doesn't serve needs and desires of your site's visitor.
Ask yourself these questions: "What does my Web site say about me? Does its messages take my readers by collar and convince them to read more? Do my words inspire my readers? Will they learn what they need to know in order to arrive at an informed decision to buy? Will they be eager to contact me?
Here are 6 ways to make your web copy sell products and services:
1. Create a Web page with words that convince your potential clients to keep reading, to gain trust, and to take action. Think about headlines you have placed on your home page. Are they so powerful and convincing they force your client to click to your sales letter? Do they describe benefits your potential client can see, hear and feel? Or are they wishy-washy saying something like: "Welcome to my site. My bio is at ..., or "click here" to subscribe to my fabulous ezine?
2. Make it easy for your Web site's visitors to buy. Some people hate to buy Online because they fear for security of their credit card information. Give them several options, including a coupon they can print and either send by regular mail or fax to your free 800 number.
3. Model your Web pages after a successful coach's pages. If something out there seems to be working, why re-invent wheel? Visit other Web sites and critically observe what they do well and what they do poorly. Then, compare those analyses to your own site.
Your site shouldn't just be a virtual brochure with your qualifications and offerings. Your home page should have only "Passion Headlines" that pull sales, one outstanding testimonial, and a few questions from your reader's point of view that leads them via a link to your service information and bio. Put just a few words about you on home page. People don't care about you; they want solutions for their challenges.