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How To Write Powerful, Persuasive Web Pages
Wouldn't it be incredible to be able to consistently convert
3-5% of your visitors into eager buyers?
You've no doubt heard the 1-2% goal that seems to be in every
marketing book going. You may be shocked to know that you can
definitely do better!
There are sites that regularly pull more - in the 3%-5% range,
with spikes to 10-15% with well targeted traffic generation
Isn't that more like it?
Many factors will lead to better conversion results for your
webpages including: the products you sell, your competitive
advantage, how well targeted your marketing is, your
competition, and even how long your product has been on the
No doubt though, your sales letter will be the primary factor in
converting visitors to your page into buyers who put money in
So what's the secret to writing web copy that sells?
This is not an exhaustive list, but IS based on actual testing
I've done over the last 12-months where my own web conversion
for http://www.infoproductcreator.com has gone from a measly .5%
to well over 3% with spikes in the 10-15% range.
Here's what I've found to make the biggest factors in making a
ho-hum webpage into a super seller.
Copy Tip 1: Keep It Simple
Focus on one product or service at a time. Don't confuse your
prospect. Be super clear on your key benefit right up front,
then follow with additional benefits. Go for the jugular, you
only have one shot, in most cases. Words sell better than
pictures in most cases. Always be thinking - can I be more
direct, succinct, to the point?
Copy Tip 2: Write A Killer Headline
It's the single most important part of your sales letter. If you
have not spent at LEAST double the time on your headline than on
the rest of the letter combined, shame on you! I spend on
average 4X the effort on my headlines than on the rest of the
Copy Tip 3: Write A Killer Sub-Headline
Same rules apply as writing your headline. You can reinforce the
same benefit as is in your headline (my personal preference) or
introduce another hot benefit.
Copy Tip 4: Journey Through Benefit Land
Make your copy take your customer by the hand and lead her
through an ever more exciting treasure hunt - until BINGO, you
arrive at your irresistible offer. Start with your most
attractive benefit and continue to reinforce with credibility,
then benefit and more credibility.
Copy Tip 5: Sell with Sub-headings
Have AT LEAST One Sub-Headline per viewable page. Web readers
scan - 90% of your visitors will not read through your copy, but
will scan your headline, then if you are lucky, will read your
first paragraph and then scan your sub-heads. Your sub-heads
should tell your story and intrigue your reader to read more or
Copy Tip 6: Trigger Key Emotions
Reinforce Emotions Your Customer is Already Feeling. Wait a
minute - how do I know what my customer is feeling? Well you
better know! You will never have truly killer copy until you
understand your customers emotions about your subject area
better than they themselves know. Once you have identified a few
of their emotional buy triggers, then don't beat around the
bush. Come right out and expose that emotion - build on it.
Using phrases like "Imagine you have found..." or Wouldn't it be
great to..." allows you to "remind" your visitor why they
absolutely MUST have your product.
Copy Tip 7: Have an Irresistible Offer
Once again, live in your customer's shoes. You can triple or
quadruple your sales by tweaking your offer to include more
percieved value. Throwing tons of freebies at your customer is
NOT perceived value. Including something unique, something
personalized (Like a consultation with an expert), something
that they will get again and again (updates) all increase the
perceived value of your product.
While there is more to writing great copy than outlined here,
these are the main building blocks.
Work on these areas first, as they will make the most impact on
your bottom line.
If you want to learn more about mastering the art of
copywriting, here's two resources I recommend highly!
Believe it! Words really do sell.
About the author:
Jeff Smith is an online marketing expert and author of the
highly recommended Ultimate Information Entrepreneur's Success
Package. Discover exactly how to quickly create one hot selling
infoproduct after another. Building your own Infoproduct Empire
is easy with the Success Package. See it here: