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10 Website Copywriting Secrets
By Mike Pavlish
Successful website copywriting is very different
from traditional media copywriting. Based on what
actually works best -- and does not work – Mike
Pavlish offers his Top 10 website copywriting
secrets. If you apply them, your website will be a
major success for your business and its bottom line.
1. What benefit will I get? Why should I believe
you? What do you want me to do and why should I? You
must answer these "what's in it for me?" questions
immediately, on the first screen, on your website.
If not, the prospect will leave.
2. You must have a strong, reader-benefit headline.
The headline is by far the most important part of
your website as far as its effectiveness. The words
used (i.e. the copywriting) must give a reader the
benefits of your product or service, a big promise,
a reward that the reader wants badly and must be as
specific and concise as possible.
3. Focus your copywriting towards getting one type
of specific response from the prospect. By
laser-focusing on one action you'd like the reader
to do most, your copywriting will be targeted,
specific and powerful.
Of course there will be other information and
details on your website and you can have a secondary
goal for the reader to email you or sign up for your
newsletter or download a report ... but focus mainly
on the one specific action you want the prospect to
take. This will maximize your response. Too many
choices means indecision and hard work – which means
the prospect will do nothing.
4. Be exciting, informative, to the point,
interesting. People will not read something that is
boring. You don't have to be a comedian, but make
sure you avoid "corporate talk" that is loaded with
"we" and general information that every business can
say.
5. Write mainly to get leads or orders, and NOT for
the search engines. Your website may be listed high
by a search engine, but what good is that if it does
not bring you business?
6. Encourage interested readers to telephone you. A
good salesperson can sell much more effectively by
talking to a prospect than by just emailing. Talking
builds rapport and trust.
7. Words sell and graphics are secondary, so be sure
to place the most emphasis on the copywriting of
your website.
8. Answer the concerns and objections the reader
has. Make a list of frequently asked questions.
Answer them for the reader on your website.
Overcoming objections and concerns is what often
clinches the sale.
9. Use proven winners for successful copywriting.
These include reader benefit copywriting. Be
specific. Tell the full story of why you are the
best choice for the reader. Use customer comments,
make an offer, offer a strong guarantee and get
action now.
10. Hire the best copywriter you can afford or learn
to write your own effective copywriting. Copywriting
is the "salesperson" for your business, so this is
not the time to be penny-wise and pound-foolish.
Source: Mike
Pavlish's Marketing Secrets Bulletin (www.MikePavlish.com/bulletin)
Phone 330-963-0330.
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