Skip to main content

Website copy: What really makes an online site sell like crazy?

Blog Image
Make no mistake about it. One of the most important activities when it comes to selling products online is to get the website copy right.
 
Copy is selling in print or the spoken word, and as Zig Ziglar said, “Selling is the transference of enthusiasm you have for your product into the minds of your prospects”.  
 
Whatever the website, you virtually have no face-to-face interaction with your visitors. Which means your site’s copy is the most important means of communicating with people. If it comes across as dull, lacklustre or provides no obvious benefits, your business will lose customers and sales.
 
It’s a common reason why websites fail.  
 
Copy that invokes emotion and clearly punts ‘What’s in it for me’ benefits is an absolute must. It’s the only way to sell online. Does your website’s offering create excitement, are you giving your prospects something to believe in and is the information compelling enough to act upon?
 
If you are unsure, ask some of your visitors how they feel about your content. Also, visit three or four sites that you’ve bought from previously and try and pick out what it was about those sites that enticed you to open your wallet. Can you apply the learnings to your site? 
 
When it comes to writing your website’s copy, there are two options:
  • Learn how to do it yourself, or
  • Hire a professional through Elance.com.

Believe me when I say this, copywriting is one of the most lucrative service-based online businesses out there.Some of the top writers earn thousands of dollars putting together internet sales pages. It takes lots of practice to get it right. It’s both an art and a science.

Personally, I don’t believe I have what it takes to string enticing copy together. This is why I leave copywriting for information products to the professionals.

Even though copywriting may be part art, there is a clinical side to it as well. Effective copy incorporates a number of key components, but there is one element that is especially important.  
 
Here’s a hint: When flipping through a newspaper or magazine, what’s the first thing about an article or story that entices you to read on?
 
►The Headline!
 
A headline serves one purpose: To get attention. An attention-grabbing headline will get visitors to read the content on your sales page or website. It gives you the opportunity to state your case.
 
The simple truth is, unless you catch the reader’s eye and get their attention you have zero chance of closing the sale. 
 
A headline can consist of up to three parts:
 
1. The pre-head informs the reader about the target market or who the website is intended for. This can be addressed by title, benefit or challenge.
 
For example, by title, “A must read for medical practitioners”, by benefit, “Want to double your income in 30 days”, and by challenge, “Are you struggling to keep up with rising medical costs?”  
 
2. The headline must promote the big benefit of your product or service.
 
For example, “How to build a two page website that sells information products like crazy”. You may have to test a few headlines to identify the most effective one. It’s a process of trial and error. I like asking a few people for their objective opinion. If they show an interest, I’m on the right track.
 
3. The post-head gives you a little more detail about the benefits promised in the headline.
 
For example, “A 150 page practical guidebook for website owners wanting to promote and profit from their own electronic books”.  
 
In short, your headline will impact the response your marketing and promotions generate and ultimately your bottom line. So you’re going to have to structure them as best you can.
 
Here are seven headline categories that work well for website copy.
 
 
website copy headline secrets
 
 
1. The ‘How to’ headline is in my opinion the best way to grab someone’s attention. People love practical and easy to use guides, especially when it’s available on demand like with information products.
  • For example: “How to build your own information products that rake in the profits in five easy steps”.
2. A headline that asks a question readers would like to see answered is a good way to generate interest. Start your title with "Do you", "Are you", "Is your", "How can I" or "How Do I".
  • “Do you know how to generate a 103% investment return after costs on your online business? Try these three steps”
3. The ‘Reason why’ headline is another effective category. If there are 101 good reasons why an individual should use your product or service, let them know about it upfront.            
  • “10 reasons why investing in property is the ultimate retirement plan for conservative investors”
4. Use the words ‘secrets’, ‘tips’ or ‘tricks in your headline, but make sure you spell out the number one benefit for the reader.          
  • “10 dirty little secrets why men should drink beer before sex” (I just made this one up, so guys don’t take me seriously)
5. Headlines that are direct, specific and/or use numbers go straight to the heart of the matter.
  • “The 7 day program to doubling your website traffic – or your money back”
  • “Internet marketing course – 50% off”
6. The ‘Testimonial headline’ uses what other people have said about your business or products and services. This approach builds credibility because it gives you a third person endorsement of your offerings.
  • “This course helped me double my profits in three weeks!”
  • “Quite simply, the best book I’ve ever read on wealth creation”
7. Complete the following: Here’s a quick way to [Solve a problem]. We all have problems, right? And I’m sure you’d appreciate a quick and easy way to solve them, which is exactly what this headline provides.
  • “Here’s a quick way to save fuel costs’
  • “Here’s a quick way to prepare a three course meal”
Whatever field you are in, a captivating headline can make your site sell like crazy. It’s the most important element of website copy. Spend some time formulating it, get feedback from a few readers and have fun with it.
 
Finally, to help your headline fulfil its purpose, I’ve included five more tips for you. Let me know what you think.
  • Make sure your headline states the ultimate benefit.
  • Keep it short, simple and concise.
  • Use your headline to announce new and exciting news.
  • Appeal to a person’s sense of curiosity by posing a provocative question.
  • Sometimes it works to tell people what to do in your headline. For example, “Stop wasting time on landscaping. Use XYZ for a professional design in minutes”
Cheers for now 
And once again, thanks for reading.

Rule of 6 book