By Jeff Smith
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
Isn't that more like it?
Many factors will lead to better conversion results for
your web pages 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 market.
No doubt though, your sales letter will be the primary
factor in converting visitors to your page into buyers
who put money in your pocket.
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 has
gone from a measly .5% to well over 3% with spikes in the
Here's what I've found to make the biggest factors in
making a ho-hum web page 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 sales letter.
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
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
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 perceived 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.
Believe it! Words really do sell.