"Sales Letter"... that's your web site's sales page. The page with
carefully written copy designed to convince a visitor that they will benefit from buying what you are selling.I began direct marketing before internet and learned basics of mail order marketing. I am glad to say that many webmaster have adopted teachings of old time, direct mail copy writers. They learned hard way what would sell and what would not.
Mail order means spending thousands of dollars on every mailing. If that mailing doesn't produce sales there is hell to pay. Copywriters learn fast or they were out of work.
No, much of writing on internet is good. The problem is most have not learned about basic layout.
Notice how often you see a good sales message delivered in a very small, gray font. It's hard to read even when your nose is almost touching your computer screen.
Many people don't have perfect vision... plus our population is growing older and seeing well can be a challenge for seniors. Why obscure your sales message?
People will not work to understand what you are saying. It's hard enough to capture a visitor's eyeballs with a great headline... don't lose them because they have to strain to read copy. One click and they're gone!
Use a font like Arial... large and black, so it jumps off page.
Your page is too wide! Your lines too long!
