6 Killer Copywriting Tips For a Great Sales Web Page
When you see something that is very obvious or easy to you — you tend to not dig any further. But, if somebody just turns your head slightly, and points out a different view or angle, your eyes and ears light up in amazement. Y ou ask: how come I couldn't see THAT before? That's exactly what happens when I explain to clients the process for writing and structuring their web page for sales conversions.
Furthermore, if you ask a 100 people how much they like, or what they like about a particular w ebsite design, a certain graphic, video or text on a web page layout, you'll get close to 100 different answers. Nobody seems to agree. (Tip: if you actually want to find out what people think, try PickFU.com)
How ever, when it gets dow n to how to architect aweb page copy for sales and conversion, there is a common ground all top online copywriters agree on. Users do too – even if they don't know w hy – but, they tend to respond favorably.
The formula is simple. But what can you do for near perfection in web sales copy?
There are many different ty pes of web pages. Some are more informational in ty pe, others hav e a clear commercial intent (shopping- cart), and others again ask you to take several steps, fill out y our information in a form to download software, or a free report, etc.
1 – Purpose
Therefore, it's wise to ask yourself what the purpose is of the page. What is the outcome? And, it needs to be clear. Hav ing 3- 4 different options on the same page is not smart. Pick one, a most- desired- action, and write and design to support that outcome.
2 – Audience
Who are y ou writing for? If you were sitting across the table from the perfect prospect, what would he/she look like? I mean this in terms of age (range), income, sex, where they liv e, what demographics, techno- graphics and psy cho- graphics they belong to. Don't try to be all things to all people. You can write different pages for a wider audience as y ou grow. Segmentation is key .
3 - Needs Fulfillment
We talked about the purpose of the page, but you need to also make su(PPC), organic search (SEO) and perhaps partnership banners. There needs to be a level of consistency of copy on the page and the incoming visitor. Therefore, it's important to create relev ant content so you can easily match it up with their "request". We call this the $ense of information.
4 – Copy Length
Every business is different, every market is different. However, there is no particular rule that says you need long copy versus short. How long is a piece of string? But, the copy will match the "need" from above, and you should try to serv e that request quickly . The best way to deal with this challenge, is to test it. You can use an A/B test script and balance two pages against each other, and find out which one conv erts best. The WebOptimizerfrom Google is free, and is simple enough to use.
5 – Action!
Tell the v isitor what to do when they get to y our page. Make it simple. Don't assume y ou know the best path. Test it, and validate from within y our analy tics and the lead stream/counts into your CRM. For ex ample, if you are in the business of selling financial advice, use a "submit" button that says: "Get The FREE Money Tips Report Now". Use action- oriented language, and tell them what to do.
In summary , if you can define and learn more about your prospects, they will become customers much faster, because you'll hav e a web page with content that "speaks directly " to them.
What do you think?
Questions and Answers
A page with less than 200 words is unlikely to contain a large amount of searchable textual information, so site visitors will undoubtedly need to click elsewhere to find more detailed content. Search engines may prefer CSS-based sites and can score them higher in the search rankings. If we, designers and developers, break up pages with sub-headings that effectively describe the content beneath them, we make scanning much easier for users.
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