Is your Web site giving you the results you want? Are visitors clicks turning into sales? Wondering what you can do to improve it? The problem may lie in your web page copy. Read our article on 'How to Create a Web Page That Brings in Cash.'
For readers in Ontario, Canada: If getting traffic to your Web site is a challenge for you, then you may want to hear me speak on 'How to Get Tons of Traffic to Your Web Site from Search Engines' on April 9th at the Women in a Home Office networking meeting. Besides getting tips on how to increase traffic to your site, you can also network with other women. Read more about it here. Please contact Rena Anderson at bwv@womeninahomeoffice.com to reserve your seat.
- Nina
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In This Issue |
Virtually anybody can make a Web site and throw it up online. But few know the secrets to creating a Web site that converts casual readers into buyers. I'm going to show you step-by-step how to craft a web page that's guaranteed to get results.
Step One: The Headline
The headline is the most important part of any sales campaign. It really is the make or break portion for sales letters, ads and web pages. If you fail to capture readers at this point, the rest of your copy is meaningless because it simply won't ever be read.
Your headline must immediately grab a reader's attention and make them want to continue down the page. One of the best approaches to writing a compelling headline is to offer the reader something right off the bat. Take the headline on this article for example. I'm offering the reader valuable information to help their Web site convert more traffic into paying customers. The 'How To' formula is used over and over because it works.
If you're not keen on using a 'how to' headline you might try asking the reader a question. For example: Would You Like To Pay ZERO Taxes From Now On? I'd bet there are very few people who wouldn't be intrigued by that headline.
The point is, when crafting your headlines, you need to keep the reader in mind and leave the creativity behind. Headlines designed to sell usually aren't the clever puns and wordplays you read in your local newspaper. You've got to offer something valuable to reader right from the get go in order to spur them to keep reading.
Which brings us to our next point:
Step Two: The Body Copy
Once you've hooked your reader with your headline the next task is to keep them interested with the meat of your page - the body copy. Again - like your headline - the reader has to be the focus when you're writing your pitch. The best way to do this is to stress benefits over features.
Features are the technical details about your product, company or service. An example of a feature is: "We've been in business for over 50 years." Features are always focused on you or your offer - never the reader.
A benefit is something that the reader can identify with because it directly affects their lives and gives them something tangible they can relate to. In our above example regarding how long the company has been in business, we would add the benefit ad being: "Which means you can trust us to stand behind our product for years to come." That's a clear benefit that the reader can identify with.
Benefits can be listed as bullet points or simply written right into your body copy. The main thing to remember is to give the reader tangibles that make their lives better, easier or less stressful in some way.
Step Three: The Call To Action
This is the knock out punch in your successful sales page. After you've grabbed the reader's attention, given them plenty of reasons why your product, company or service makes their lives better, you can't just let them off the hook. You have to ask them to do something - to take action. Most people use the standard 'click here' or 'sign up now' for their call to action. These are fine, if not a bit worn out.
In order to spice up your call to action, consider adding a sense of urgency by making your offer 'for a limited time only', or 'good for the first 100 responders'. Creating a sense of urgency forces people to make an immediate decision, whereas the standard 'click here now' often results in giving the person time to think about the offer. And once they're gone, they rarely come back.
Also, consider putting your call to action throughout your body copy - especially if you're writing a lengthy piece. Give your reader the opportunity to buy what you're selling - not just at the end - but at different spots throughout your page. Some readers will want to make a purchase right away, but the urge might fade if they have to go searching for how to order.
Of course there are many techniques to use within this three step process to increase your conversions, but this system is the skeleton you should use to begin building your winning web page.
- Nina Menezes
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"Understand that you need to sell you and your ideas in order to advance your career, gain more respect, and increase your success, influence and income."
- Jay Abraham
"I wasn't running toward the theater but running away from the sporting goods store. Of course now that I'm selling spaghetti sauce (with Newman's Own), I begin to understand the romance of business.. the allure of being the biggest fish in the pond and the juice you get from beating out your competitors."
- Paul Newman
"People get caught up in wonderful, eye-catching pitches, but they don't do enough to close the deal. It's no good if you don't make the sale. Even if your foot is in the door or you bring someone into a conference room, you don't win the deal unless you actually get them to sign on the dotted line."
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Donald Trump
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