Seven Tips on How to Write Web Copy That Sells
Even if you have the fanciest website that attracts a ton of traffic it still doesn’t
guarantee you will generate sales. Websites generate sales based on the content used on the
webpages. If you Web copy doesn’t attract the attention of your visitors it won’t motivate
them to purchase your product or service. Many webmasters make the mistake of creating generic
content that sounds very boring then wonder why they aren’t making any sales.
Here are seven tips on how to write web copy that sells:
1. Know the goal of your website
Before you even begin writing the first word think about your intended goal. Is it to
sell a particular product or to generate leads? All your content should be written based upon
getting your reader to take action.
2. Create attention grabbing headlines
Your main headline is the first words your visitors will read. If it doesn’t immediately
capture their attention they will not continue reading the rest of the web copy and leave for
your competitors’ sites. Use headlines and sub headlines to emphasize the main points you want
to make. Website visitors tend to scan rather than read the content so your headlines and sub
headlines will be what first captures their attention.
3. Emphasize the benefits
When writing web copy you always have to think from your visitor’s viewpoint because
they are asking themselves “what’s in it for me?” Create a list of your most important benefits
than weave them into your content. This is especially important for your home page copy because
this is where most visitors enter your website.
4. Use a conversational tone
Boring content will only drive your visitors away. Write as if you having a conversation
with a friend over a cup of coffee. This will make your visitors feel at ease and want to do
business with you. Make sure the transition between your headlines and paragraphs is smooth
so your content is easy to read. Avoid using complicated words or sentences that your visitors
may not understand. Write as if a fifth grader is reading your material.
5. Weave keywords into your content
Search engines find your content based upon the keywords people enter into the search
box therefore include your keywords and keyword phrases in your headlines, sub headlines and
main content. Make sure you don’t over do this otherwise the search engines may penalize your
website for keyword stuffing and lower your rankings.
6. Optimize your title and description meta-tags
The title meta-tag is the most important. It’s what you see at the top of your browser
window when you visit a website. Search engines use this tag to rank your site. Place your
most important keyword at the beginning followed by rest of your title.
The description meta tag is the description of your web page that visitors will see displayed
in the search engines based on the keyword they entered. The words you use will determine whether
a visitor will click through to your website so include your most important benefit.
7. Create a clear call to action
Don’t leave your visitor hanging at the end of your content. The purpose of your content
is to pre-sell the product or service to your visitor so give them a clear call to action.
For instance you could create an attractive button that says “buy now” or create hyperlinked
text that says “click here to subscribe.”
My final tip is to make sure you proof read your content. Sometimes one spelling mistake
will prevent your visitor from reading the rest of your content. I usually let the content
sit for a few hours then come back to it later so I can review it with a fresh mind. Alternatively
get someone else to proof read it as they will have a more objective view.
Review these 7 tips next time you sit down to write your web copy. It will help you generate
more sales and⁄or subscribers.
Herman Drost is a Certified Web Site Designer, owner and author of
www.isitebuild.com Learn how to write
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