How to Write Effective Sales Copy for a Website
Writing sales web copy requires certain basic elements to be effective. Website visitors usually don't read all web content but quickly skim items that capture their attention. This means your website copy has to get to the point immediately, before visitors click out of the page. Follow these steps to be successful when writing sales copy for the web.
Other People Are Reading
Instructions
-
Capture the Potential Customer's Attention
-
1
Research keywords that relate to your product sales web copy. Anticipate keyword searches that potential customers may perform to find your product. Use the Overture keyword search tool to find the most searched keywords. Put these keywords throughout your website copy to increase the chances that potential customers may find your web sales copy.
-
2
Write a strong headline that communicates the benefits of the product. Use the headline to grab the reader's attention. If the headline fails to get the website visitor's attention, he or she won't bother to read the remaining sales website copy.
-
-
3
Create an introductory paragraph that connects with the reader's emotions. This technique keeps the potential customer's interest. Identify a problem and present your product as the solution to the problem.
-
4
Make the sales web copy personal. Write the website content as if you are writing to a friend. Use words that personalize the copy. Address the reader using words such as "you" and "yours." Make the reader feel as though you are speaking to him specifically.
-
5
Put sub headlines throughout the sales web copy to break up text into smaller pieces of text. This makes the sales copy visually appealing and gives the perception that it is easier to read. It is effective in maintaining the attention of readers who scan text and don't read each and every word.
-
6
Use testimonials from past or current customers to give credibility to the product. This makes potential customers feel more secure about buying the product.
Get the Potential Customer to Purchase the Product
-
7
Make an offer to get the potential customer to take action. Clearly explain the offer in the website copy. Direct the visitor to an order page. Make sure the online order process is easily accessible to the customer. Links or buttons to order entry forms should be prominently displayed.
-
8
Include a free item or bonus gift with a purchase. Buyers feel as though they are getting a little something extra for the price they are paying.
-
9
Create a feeling of urgency. Put a time limit on the offer. Add an expiration date to motivate the reader to take immediate action. Discourage potential customers from putting off the sale until a later time.
-
10
Offer a money-back guarantee. You can offer a 30-day, 60-day or 90-day money back guarantee. The longer the guarantee period, the better chance that people will not return products. Guarantees reduce the risk of the purchase in the buyer's mind and motivate him or her to buy immediately.
-
11
Put a postscript at the end of the web content. Visitors who skim the website copy usually read the headlines, sub headlines and postscript. Restate the important benefits of the product in the postscript.
-
12
Post contact information on the website. Potential customers feel more secure in purchasing if they know there is a way to contact you. Customers may have questions about the product. Posting contact information gives your company and the product more credibility.
-
1
Tips & Warnings
Restate the product benefits throughout the copy to increase the likelihood of a sale.
Avoid using impersonal or cold corporate language in sales copy. Personal language invites the customer to buy the product.
