News
 11
Copywriting Secrets for Website Success
by Mike Pavlish
It’s a fact that one website will pull 200% to 500%
more leads and sales as a similar website. What
causes this large variance in results? It’s the
copywriting. Here’s what we’ve learned works best
from actual results and testing on websites we’ve
done the copywriting for
1. Make your website easy to scan with headlines,
sub-headlines, boxes, sections and colors that give
the reader the main benefits he will get. Almost all
people are “scan first” or “scan only” readers. Your
website should take advantage of this fact.
2. “Just Sell, Baby.” Websites have one main end
purpose and that is to sell your products and/or
services, to move people to action, to make money.
In today’s high-tech world, most copywriting on
websites forgets this vital fact and that is why
websites don’t perform better.
3. Build up excitement, enthusiasm, passion and
urgency to get the reader to take the desired action
right now. We analyzed the most successful
copywriting we’d ever done back to 1978 and found it
all had one thing in common: excitement. Yes,
excitement is contagious and it sells!
4. Make a great offer to get their email address. In
today’s overcrowded environment and with spam
concerns, it’s not enough to just say “enter your
email address for our newsletter.”
Give your eNewsletter a name which contains a
customer benefit. Include a brief sentence about
your anti-spam privacy policy and maybe a hyperlink
to it. Consider a hyperlink of “view sample issue.”
Consider also giving away a free special report(s).
These will help get the maximum number of new
qualified signups.
5. Focus your copywriting because people want to buy
from the expert specialists in a field. If your copy
is too broad you will lose a lot of your best
prospects, who of course, are the most likely to
buy. Another way to do this is to have separated
focused web pages for separate types of people or
industries on your website.
6. Make your website as easy to use and find things
as Amazon.com (for consumers) or Dell.com (for
businesses). The copywriting and organization of
these sites is a key reason they are
ultra-successful.
7. Start thinking like your website reader (your
prospect) and stop thinking like yourself (the
marketer). Figure out what your prospect wants most
from your products or services that they deliver,
then come right out and tell him what benefits he’ll
get, why, and what he needs to do now.
8. Test everything, measure it, use the winner, and
always keep testing. This is the key to “optimizing”
your website and all of your marketing. Don’t guess
– test and let the only vote that matters (your
prospects) tell you what works best.
9. Compare your product or service against your
competitors to show and prove your superiority. At
Profit Boosters Copywriting, we’ve used this secret
very, very profitably for our clients.
10. Tell the reader what he/she will LOSE if they do
not take the recommended action. Fear of loss is a
great motivator.
11. Copywriting is king and queen for your website
to sell the maximum number of people. The right
copywriting can bring you up to double, even triple
or more your current results for no additional
marketing cost. Hire the best copywriter you can
afford, and don’t skimp because this one-time
investment can be the best investment you make.
Mike Pavlish of
Profit Boosters Copywriting has written hundreds of
successful email and online promotions for clients
since 1978. Contact him at
prboosters@aol.com
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