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How to Write
the Web Site That Sells
© 2004 By
Scott T. Smith
Your Web site has a single motive:
To 'ignite' your visitors to take action.
This prime motive is behind every element of your Web site
design and content. Start with the idea that you have one
chance to reach your customers. They will never return to
your site unless you make it worth their while, and they
will not buy unless you encourage/force/ask them to.
This will impact the 5 prime elements working together in
any excellent Web site â?" the mechanics, content,
interactivity, design and optimization. Right now, let's
focus on the mechanics of writing content that sells.
Here is a simple template for a Web site that sells which
you can readily adapt to meet your needs. Use it as a
jumping-off point for your income-generating Web presence.
You'll find it goes against the current vogue online for the
single-page, long-scrolling salesletter on the home page
leading to an order form. But think of it this way:
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Your home page can be like an interesting magazine index, or
magazine cover listing provocative headlines. You should
offer enough compelling information here so that any visitor
is forced to go deeper into your site. They've got to click
through. They just can't hold themselves back.
A good home page should be a clear call to action. But it
also can't go on for too long or you will put your visitors
off. Go ahead and use different benefit subheadlines and
link phrases that pull readers to your sales page. Start
with...
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I. The Benefit-Rich Headline
A strong, enticing headline is the single most important
element of your Web marketing copy. It is the opening
statement and first impression you make.
Because Web pages load from the top down, place your
headline right at the top of the page so it can be read
while the rest of the elements fall into place. If you have
a lot of graphics that need to load, your headline should
give your site visitors enough reason to wait.
Imagine your Web page is a blind date for every first-time
visitor who comes to your site. Your headline MUST make the
right first impression immediately, or new visitors will
want nothing more than to click away as fast as they can.
Obviously your headline cannot be all things to all people
(and you wouldn't want to date everyone either...), but it
can and should speak directly to those people you most want
to reach.
Your headline has these tasks: to ARREST the attention of
your target market. To GRAB your reader by the collar so
they have no choice but to read on.
If your target market is 'doctors', then use the word
'doctors' in your headline. There's a funny saying:
"Enough about you... let's hear about me."
That's your site visitor talking. These words tell you
everything about how to craft your headline, and the more
specific and targeted you make it, the better.
Your headline should serve as an ad for the rest of your Web
copy, clearly delivering a 'distilled' version of what they
are about to discover in the body of your text.
Did you know?
- Only one out of five people get beyond the headline to read the rest of
the Web page
- You have 30 seconds or less to make a positive impression, or your site
visitor will click away
- The right wording in your headline can increase your sales conversion
rate by 1700%
It's true! Studies show the right headline can increase response to an offer
exponentially, which is a good reason to test different headlines until you find
your 'killer'. Once you've got it, it's the key to your success. So spend the
time to make your headline work. Here's how to find the right headline:
Tell your target audience the single most important benefit you are offering
them.
That's it.
State a powerful benefit in your headline that clearly enhances THEIR LIVES,
using power words such as: 'Discover'; 'Announcing'; 'Breakthrough'; 'Facts';
'New'; 'Now'; 'Yes'; 'Sale' - all words that are active, grab the attention of
prospects, and promise them something (the two words of most value to your
customers are 'You', and 'Free').
Finally, keep in mind that your customer is never buying a product or service.
They are actually buying a key benefit that will make their life better.
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II. The Value Proposition for Your
Customer
Immediately after your headline comes the opening salvo of
text on the page - the value proposition. This 1-3 paragraph
section is all about your target customer. Either it states
their current situation, and 'ain't it awful', or it reveals
a dream they have about what their life could become: 'If
only...'
To write it, go back to the roots of the product or service
you are offering. Why does it exist in today's world, and
what good does it do your target customer? Ask yourself why
you sell it, and perhaps why you got involved with it in the
first place. Be idealistic. The proposition section of your
home page sets up a kind of vacuum, which you are about to
fill with...
III. The Benefits You Deliver
A benefit is anything that will make your customer's life
better by using your product or service. This is the payoff,
and the crucial section of your home page where you must
deliver the goods. Take a good look at what you are
promoting, and then...
Write down each and every benefit you can, with no thought
about which is the most important. You'll order them later.
Write down everything that can possibly do your customer
some good. Everything.
After finishing this 'brain dump', go back and prioritize.
Don't prioritize as you go, because that will inhibit you.
List first, order second. (NOTE: consider using a powerful
benefit as a text link leading to your sales letter.)
On your home page you will clearly state the top benefits
you deliver, but you'll expand upon them in...
IV. Your Benefit-Rich Sales Letter
The benefit-rich sales letter always closes the sale. It
builds upon what you have promised to deliver on your home
page, answers any objections or questions your readers may
have and fully justifies the price you ask. On this page
longer copy will outsell shorter copy, so make a complete
sales pitch from start to finish.
Here are 10 key formatting tips that will keep your
prospects reading so you can close the sale.
1. Break the copy of your sales letter up into short copy
paragraphs. A single-sentence paragraph can make a striking point.
2. Use headlines and sub-headlines.
3. Use bullets, numbers, and dashes (â?") to further break up copy, allowing
plenty of white space to make reading your offer even easier on the eye.
4. Use arrows (â?">), boxes, color or shading, graphics, indentations, bold
lettering, CAPITAL LETTERS, italics, and punctuation!! Note: use a light touch
here, rather than the 'HIT them over and over 'til they beg for mercy!'
approach.
5. Give customers premiums. Over-deliver on the offer that first interested
your prospective customer any way you can. The goal is to give your customers
far more perceived value than they actually pay for. Premiums can add tremendous
value to your offer without substantially increasing your cost of delivery.
6. Emphasize the word FREE wherever it applies.
7. Use fast-loading graphics that actively support your message. Avoid generic
clip-art 'success' graphics if you can.
8. Provide testimonials. If you don't have them, give your product or service
away and gather some immediately. It's a suspicious world, and you need other
people to validate your offer.
9. Urge 'Immediate Action'. State a time limit to your offer (note: many
marketers offer their premiums only if prospective customers buy within a window
of 3-14 days).
10. Make an iron-clad guarantee. Do what you can to over-deliver in this area,
too - a guarantee that is better than your competitors offer is a powerful
selling point.
Finally, here is the progression people actually follow when they read:
a. The Headline
b. Any Captions for Photos or Drawings
c. Any Large Text Subheads
d. The PS
e. Ordering Information and Price
f. (Finally!), the Actual Text itself
Which means, spend the time to buff and polish each of these elements for your
target audience. The better you know these people and 'how badly they hurt', the
more sales you will make.
siness.
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