How to Write Sales Copy Effectively for the Web
By Herman Drost
When surfing the web, you often find websites with large or flashing graphics to grab your attention.
While this may "wow" you initially, it does not pull the visitor through the site to get the order
and make a sale. This should be the ultimate purpose of your site if you are trying to sell something.
On the other hand, writing effective sales copy will generate a much more favorable response, whether
it is long copy or short copy.
16 steps on how to effectively write sales copy:
1. Research keywords - use wordtracker or the
overture suggestion
tool to find keywords related to your product. Weave them throughout your web site sales copy, including
your meta tags. Try to find alternative keywords to your main ones. I chose the keyword phrase "teeth
whitening" as an example.
Here are some of the alternatives to "teeth whitening" to give you some idea:
teeth whitening
laser teeth whitening
zoom teeth whitening
los angeles teeth whitening
teeth whitening gel
whitening teeth
teeth whitening california
teeth whitening kits
new york teeth whitening
california teeth whitening
teeth whitening products
2. Create a slogan - capture your visitors' attention by creating a slogan that stresses the benefits
(not the features) of your product. For example for the phrase "teeth whitening" use a slogan such as:
"Get heads to turn when you open your mouth to smile?"
3. Write a powerful headline - the headline should appeal to the benefits of the product not the
features. Try to put yourself in the customers' shoes so you are seeing the product from their
viewpoint view (not yours). ie
"New Teeth Whitening Gel Becomes Household Necessity for Kids"
4. Appeal to visitors' emotions - writing sales copy for the web is more difficult because you are not
physically interacting with the person. Therefore you need to convey some emotion in the words that you
use so they will continue reading. In the above headline example, I have emphasized that this product is
a necessity for kids ... that you can't do without it. You will feel some loss if you don't buy it now.
5. Make it personal - write as if you are sitting next to the person trying to persuade him to buy the
product. Use words such as "you". ( ie "people will notice you when you smile") or "your" instead of
"we" or "our" which sounds very impersonal.
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