1. Know your customer; Who is the customer most likely to buy your products? Are they male or female? How old are they? How much money do they make? Are they married or single? Do they have a family? How will your product make their life easier? What are their needs and desires? The more information you can gather on your target customer, the better you can construct web copy that will get them to buy.

2. Benefits, Benefits, Benefits When a visitor lands on your site, he wants to know one thing, how will they benefit from buying your service or product. If that is not answered right up front, clearly and briefly, you will lose that visitor. Most websites focus on “Features”.
The most profitable websites turn those features into benefits for the customers.

3. Write in a friendly personal manner; You’re in the relationship business, talk to your customers in an honest pleasant voice. Let them know you really understand and care about their problems and, have the solution. Use informative headlines and subheadings that grab you visitor’s attention followed by short paragraphs that support them. If you make the customer feel you really care, he will want to buy from you again, and again, and again.

4. Keep your sentences short and simple; write to communicate not to impress. The average visitor reads at a 6th grade level. Choose strong verbs over weak ones. Talk to your visitors not at them. Keep your sentences short and avoid large words. Use images sparingly and only if they relate and support your content. If not, they will only distract the visitor from reading your web copy. Also, many images will slow down the time it takes for your visitor to load your site in their browser.

5. Include searchable keywords – use targeted keywords in your web copy that will allow the search engines to find your site. Include these keywords in your meta tags, links and file names also.

6. Eliminate clichés – avoid the temptation to be cute, slick, and entertaining. You will only bore your visitors and they will click off your site. Only ask questions that guarantee a “yes” answer. Remove filler sentences that contain phrases like “for those of you” and “all of you”.

7. Create a Unique Selling Proposition (USP) – In 2-3 sentences, explain to your visitors that this is the only product or service for you and, this is the only place you can get it. This should come right before you make a specific offer to buy. This will set you apart from your competition.

8. Testimonials – simply, these are third party endorsements that support all the claims you make in your web copy. The more testimonials you have the more credibility you have. Satisfied customers are always agreeable to provide you with a personal endorsement. You should have at least five.

9. Proof read your web copy – errors in your web copy give the impression of being unprofessional or sloppy. Read the copy aloud to yourself or get someone else to proof read it. Often they will find more errors because they are more objective. Use the spell checker but don’t rely on it. Often it doesn’t pick up all incorrectly spelled words. Print a copy of your content. It’s easier to find grammatical or spelling errors on a hard copy.

10. Easy navigation – your site should be easy for visitors to find the main sections of your site and, easy to buy and check out.

Free Consultation

If you have an existing site, send me the URL, if you are building a new site and have some copy already written, send it to me. I’ll review it and send it back with my comments. If you prefer, we can talk directly. There is absolutely no charge for my consultation.

This is a $125 Value

If you like what I have to say, we can discuss the project. Once we begin, I have a 45 question creative brief I review with you before I put any words down on paper. This process will identify exactly who is your target customer, what are his wants and desires, what the primary message you want visitors to get when they visit your site, and more…

My FREE CONSULTATION is, well FREE. There are no strings attached. If you choose not to use my services and, just take my recommendations, suggestions, comments and implement them yourself that’s perfectly fine with me. I will never share your contact information with anyone.

So, if you want to pick my brain for free, click here.