How to write websites so people will buy
How to write websites so people will buy
Here’s eight ways to make your web copy compelling.
1. Set your objective
It’s critical that you’re absolutely clear about what you want your website to achieve. What are the two most important things you want visitors to do? Do you want them to buy, to sign up for a newsletter or contribute to a discussion? Decide on these before you write anything.
2. Put the user first
If you want to charm someone, do you spend hours talking about yourself? Of course not. People are interested in people who are interested in them, so always make sure your copy is written from your users’ perspective. Identify their needs, aspirations, anxieties, hopes and fears and give them benefits which address those emotions. Try to identify a clear market niche and focus your site and its copy on that niche’s interests.
3. Keep it clear and multiply your profits
It’s essential that you learn to write in plain English or hire someone who can. The culture of the net is intolerant of legalistic jargon and obfuscation – or in cruder terms, ‘bull’. Even more important – you’ll make more money. Studies have shown increase in sales of 400% when copy is re-written in clear language!
I’m a copywriter myself and the tool I use to check my copy is Stylewriter, the plain English software. It works like a spellchecker except it identifies long sentences, passive verbs, sexist language and so on. .
4. Stay relevant and keep your readers
There’s a salesman’s saying – ‘the more you tell, the more you sell’. What this means is the more you tell that’s informative, relevant, persuasive and benefit driven, the more you sell. Websites tend to get scanned not read, so it’s vital that you break your copy into short chunks and highlight key points.
Avoid long rambling paragraphs and structure your site so that users can quickly find key content. Use sub-heads to help navigation; colours, fonts and background shading to give emphasis.
5. Grab attention
Start every page with a compelling headline. If your headlines are dull, people won’t read on. This doesn’t mean you have to use tabloid sensationalism. Simply address your readers’ interests and emotions and look for ways of presenting content that gets them excited.
‘New, Revealed, Discovered, How to’ are examples of words and phrases that have been working since marketing was invented. Don’t ignore them, use them when they’re appropriate.
6. Look professional
The standard of writing on the web is generally inferior to that appearing offline. Poor spelling, grammar and style are instant signs of bad management and lack of attention to detail. If grammar isn’t your strong point, get a colleague, friend or proof-reader to check your text.
Present your copy neatly and don’t force your readers to scroll horizontally to finish a line – keep line length down to about 65-80 characters. Avoid clutter on the page so that readers don’t get distracted ESPECIALLY on the pages where you’re closing the sale! If readers can find a reason not to decide on a purchase, they’ll often cop-out by following another link.
7. Scan-proof
You’ve probably come across websites where paragraphs of text have various words and phrases highlighted in bold or colour. This is called scan-proofing. It acknowledges readers’ tendency to skim web content rather than read the whole text.
To work well, the highlighted words need to link so that they form a rough sentence of their own. I use this technique on my websites and highly recommend it. You’ll definitely make more sales – I know of sites achieving 30% increases after applying this technique.
8. Test, test and test again
Selling on the web is a form of direct marketing. Traditional direct marketers – the successful ones – test everything they do, over and over again.
Having defined the objective of your site, you can test headlines, offers, body copy, design, colours and ordering processes. Only test one element at a time and allow enough time to measure the results.
I know of sites where a simple headline change increased ‘click-thru’ by 35%.
If you need help writing your site, mail me at paullock@incisecomms.co.uk.
How to write websites so people will buy - To learn more about this author, visit Paul Lock's Website.
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If your website copy isn’t clear, customer-focused and persuasive, people won’t stay on your site and they certainly won’t buy. A well written site can say more about your company than an expensive Flash graphic ever could.
Here’s eight ways to make your web copy compelling.
1. Set your objective
It’s critical that you’re absolutely clear about what you want your website to achieve. What are the two most important things you want visitors to do? Do you want them to buy, to sign up for a newsletter or contribute to a discussion? Decide on these before you write anything.
2. Put the user first
If you want to charm someone, do you spend hours talking about yourself? Of course not. People are interested in people who are interested in them, so always make sure your copy is written from your users’ perspective. Identify their needs, aspirations, anxieties, hopes and fears and give them benefits which address those emotions. Try to identify a clear market niche and focus your site and its copy on that niche’s interests.
3. Keep it clear and multiply your profits
It’s essential that you learn to write in plain English or hire someone who can. The culture of the net is intolerant of legalistic jargon and obfuscation – or in cruder terms, ‘bull’. Even more important – you’ll make more money. Studies have shown increase in sales of 400% when copy is re-written in clear language!
I’m a copywriter myself and the tool I use to check my copy is Stylewriter, the plain English software. It works like a spellchecker except it identifies long sentences, passive verbs, sexist language and so on. .
4. Stay relevant and keep your readers
There’s a salesman’s saying – ‘the more you tell, the more you sell’. What this means is the more you tell that’s informative, relevant, persuasive and benefit driven, the more you sell. Websites tend to get scanned not read, so it’s vital that you break your copy into short chunks and highlight key points.
Avoid long rambling paragraphs and structure your site so that users can quickly find key content. Use sub-heads to help navigation; colours, fonts and background shading to give emphasis.
5. Grab attention
Start every page with a compelling headline. If your headlines are dull, people won’t read on. This doesn’t mean you have to use tabloid sensationalism. Simply address your readers’ interests and emotions and look for ways of presenting content that gets them excited.
‘New, Revealed, Discovered, How to’ are examples of words and phrases that have been working since marketing was invented. Don’t ignore them, use them when they’re appropriate.
6. Look professional
The standard of writing on the web is generally inferior to that appearing offline. Poor spelling, grammar and style are instant signs of bad management and lack of attention to detail. If grammar isn’t your strong point, get a colleague, friend or proof-reader to check your text.
Present your copy neatly and don’t force your readers to scroll horizontally to finish a line – keep line length down to about 65-80 characters. Avoid clutter on the page so that readers don’t get distracted ESPECIALLY on the pages where you’re closing the sale! If readers can find a reason not to decide on a purchase, they’ll often cop-out by following another link.
7. Scan-proof
You’ve probably come across websites where paragraphs of text have various words and phrases highlighted in bold or colour. This is called scan-proofing. It acknowledges readers’ tendency to skim web content rather than read the whole text.
To work well, the highlighted words need to link so that they form a rough sentence of their own. I use this technique on my websites and highly recommend it. You’ll definitely make more sales – I know of sites achieving 30% increases after applying this technique.
8. Test, test and test again
Selling on the web is a form of direct marketing. Traditional direct marketers – the successful ones – test everything they do, over and over again.
Having defined the objective of your site, you can test headlines, offers, body copy, design, colours and ordering processes. Only test one element at a time and allow enough time to measure the results.
I know of sites where a simple headline change increased ‘click-thru’ by 35%.
If you need help writing your site, mail me at paullock@incisecomms.co.uk.
How to write websites so people will buy - To learn more about this author, visit Paul Lock's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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