Writing Effective Website Sales Copy

A professional looking website is a very important part of making

sales. However, without effective sales copy your website will be

useless. Words make sales, not fancy websites.

Your words are the entire foundation of your business. Your

product, your website and your marketing strategies all depend

upon your words. You must learn how to write

persuasive words specifically written for your targeted customer.

You must feel your customers needs and write your copy with

passion, excitement and benefit. Your text should be written in a black, legible font with a light

background. Avoid using fancy fonts or backgrounds that will

make your text difficult to read. When you begin writing, write in

small blocks of text with a space between each block. There is

nothing that will make your visitor click away faster than a sea

of black text, so make sure you use plenty of white space.

Begin your sales letter with a powerful headline that demands

attention. This headline is the most important part of your entire

sales letter. If it doesn’t grab your potential customer’s attention,

they won’t bother to read the rest of your letter. Your headline

should be displayed in a larger bold font and demand your

potential customer’s attention to intrigue them to read on.

Use subheadings (headlines) throughout your letter to capture

the attention of those who just scan your text. Your subheadings

should provide highlights of each section of your sales letter and

be displayed in a larger, bold font.

Once you’ve captured your potential customer’s attention with

your powerful headline, you should now direct their attention to

your introduction. Write a brief paragraph about your product to

let them know exactly what you have to offer them. Keep your

introduction brief and to the point with no filler content.

Once you’ve written your introduction, continue to write and tell

your potential customer why your product is the solution to their

problem. Tell them exactly how your product will benefit them.

Identify a specific problem and promote your product as the

solution. This can be accomplished with the use of questions

that identify a specific problem that your product will solve. Ask

your potential customer questions that you know they can

identify with — feel their needs.

Every word, sentence and headline should have one specific

purpose — to lead your potential customer to your order page.

When writing your sales copy, direct your words towards one

specific person. Use words like “you” and “your” rather than

“them” or “their.” Write as if you are speaking with just one

person — one on one. Write to persuade, that’s the bottom line.

Use the following formula when writing your website sales letter:

A - Attention - Use a powerful headline that demands attention

I - Interest - Intrigue interest and create curiosity

D - Detail - Provide details about your product or service

A - Action - Call for action

Many Internet users are apprehensive when it comes to making

a purchase on the Internet. You must put their mind at ease by

displaying your full name, company name and contact

information. In addition, you must completely remove their risk.

Provide your potential customers with a solid, no risk, money

back guarantee. This will put their mind at ease by building their

confidence in you and your product. In addition, include some of

your testimonials within your sales letter. Make sure you don’t

create a separate page for your testimonials, as they most likely

won’t be read. Place your testimonials throughout your sales

letter to ensure their visibility.

Studies have shown that long sales copy out-sells short sales

copy. However, some visitors do prefer a short sales letter. To

accomodate both types of preferences, you can provide both.

For those visitors who prefer a short sales letter, provide them

with an opportunity to click through to your sales page

throughout your sales letter.

When writing a long sales letter, keep in mind that with each

additional click, you will lose a percentage of your potential

customers. Have you ever read a sales letter page that forced

you to click through several pages to continue reading the sales

letter? Many Internet users find this very frustrating and just click

away. Try to keep your sales letter all on one page for the best

results. Your visitors would probably much rather scroll through

a long sales letter than click through and load another page.

Their time is very valuable — accomodate them.

Once you’ve written your sales letter and packed it with all of the

benefits your product has to offer, your next step will be to “call

for action.” Ask for the order and provide an easy ordering

process. Continue to reassure your potential customer by

reminding them of your personal guarantee and lead them to

your order page.

For potential customers that still aren’t convinced, provide them

with free bonuses just for purchasing your product. Many times,

you will find that your customers purchase your product just for

the free bonuses.

Your final step will be to close your sales letter with a

PostScript. When your visitor scans your sales message,

chances are, they’ll read your headline, subheadings and your

PostScript message. Place your most important benefits within

your P.S. message. It will get read.

Write your words so that they seamlessly flow together from

your beginning headline through to your order page. Pack your

copy with all of the benefits your product has to offer and keep

it simple. The simple, well designed sites with great copy make

the sales.

About the Author:

Shelley Lowery is the author of Ebook Starter. A complete

ebook design kit including over fifty predesigned ebook

templates and ebook covers.

http://www.web-source.net/ebookstarter.htm

Shelley invites you to partner with her in her Ebook Starter

affiliate program. Visit: http://www.web-source.net

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