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9 Tips to Create Amazing Web Copy That Sells

How to Create a Web Copy that Sells Are you curious about how a long sales copy can help you earn millions of dollars? Then you definitely need to read on.

The long sales copy has been around since the the start of the Internet and has made individuals and organization filthy rich. Sales copy are those web pages that are dedicated to selling a product or service, they have bullet points, bolded text, and highlights. Sometimes they’re a hand full of pages, while others can easily be a dozen pages in length jam packed with information.

The main reason why marketers and copywriters often use a long sales copy is because it’s effective method of selling one time purchases such as e-books or seminars. Once it’s on the Internet, it’s no there until the domain expires.

The reason why they are so long is because it is better to offer more useful information to help answer the majority of questions a web visitor may have, than to have a short copy that leaves them with too many questions that remain unanswered. Hence leaving a potential buyer puzzled and confused. And of course, confused visitors usually don’t make purchases.

Most web visitors balk with absolute disgust when they see a long sales copy because they find it cluttered, way too long, and irrelevant. The long sales copy is comparable to its marketing cousin, the infamous 30 minute TV infomercial. Some people say that infomercials are kind of weird, but most infomercial marketers know for a fact that those 30 minute infomercials convert viewers to buyers, and so does the long sales copy on a website.

A great sales copy will convert about 1-3% of visitors, so if you have a product that sells for $25, and you have about 10,000 unique visitors to your site each month, and you have a conversion rate of 1%, that’s 100 buyers. Now your website has earned you $2,500 a month.

How do you exactly create a web copy that sells? Here are 9 excellent tips to get creating a web copy that sells.

Tip 1: Write a Killer Headline

Any great journalist, blogger, and copywriter will tell you that the headline is the most important aspect of any written work. If the headline is boring and dull, then no one is going to read your copy. But if you write an excellent headline that captures an audience then you’ve done 80% of the hard work.

Ensure the headline is something that will grip your target audience to read your sales copy right away. Here are two different headlines aimed at the same target audience, business owners that are frustrated with Yelp, and want to improve their online reputation.

Headline 1: Know How Yelp Works to Increase Your Business

Headline 2: Find Out Why Yelp Demanded my Book, “Help with Yelp for Restaurants,” be Banned on Amazon

Both headlines have their pros and cons, but I personally like the second one because it evokes a sense of curiosity.

If you’re curious about writing good headlines that sell, check out 9 Proven Headline Formulas That Sell Like Crazy by Coppyblogger.

It’s common among the creative advertising world that people write up to 200 headlines for a print ad. If you’re serious about what you’re selling I would highly suggest you write at least 50 and then look at them the next day with fresh eyes.

Tip 2: Emotion is What Sells

Part of writing a great sales copy for websites is to be able to create emotions through words. Don’t just describe a feature of a product, write about what kind of emotional benefits the buyer will receive from their purchase. Is there the possibility of giving them absolute confidence to close more sales? Will the product help them feel more relaxed, and happier than they were before?

Tip 3 of 9 for Creating a Web Copy That Sells (Use Testimonials) Tip 3: Have Amazing Testimonials

When someone visits your website for the first time, they’re probably not going to trust you. This is why having credible and well written testimonials from happy customers can play a huge role in creating a web copy that sells.

Ensure throughout your website that you create sections that are dedicated to the best testimonials. Have the testimonials to focus on the positive difference that the product has had on their life, or the type of results they were able to achieve. Have a photo of the person next to the testimonial to give it even more credibility.

Tip 4: Focus On Solving Problems

A great web copy that sells doesn’t focus on the features of a product, but will focus on how that product is going to solve major pain problems (the benefits). I did a sales copy for an e-book on how to have better conversations. In the copy I focus on how having better conversations and social skills will help people find the love their life, help them get promoted at work faster, and earn tens of thousands of dollars more in their lifetime.

I could write about how the book was going to teach people to be a better storyteller, or make them a more interesting person, but that doesn’t solve the deep problems that potential customers have. Your web copy must point out how your product can solve the pains of your customers.

Tip 5: Discuss What’s Possible

Part of a great web copy that sell is being able to discuss what’s possible when the problems are solved by your product. Think back to some of the infomercials that you’ve seen. Notice how they focus on what has been possible after a product or service was used. If you’ve looked at Proactiv, they talk about the positive possibilities in life when women and men are acne free.

Here’s a quote from their website by actress Kaley Cuoco from Big Bang Theory, “It has given me the skin that I have always wanted. It glows and feels good, and I never have to worry about it. I owe my great skin to Proactiv.”

Tip 6: Write about What’s Different

Tip 6 of 9 for Creating a Web Copy that Sells (Differentiate Yourself from Competitors) Consumers are always curious to know why your product or service is different from those that are available on the market. By writing about how your product is advantageously different from others will help sell your product or service.

Tip 7: Give a Bonus Offer

One of the best ways to have a web copy that sells is by offering bonus products or services with the main purchase made.

Infomercials have been doing this for ages. They offer bonus products near the end of the infomercial because they know that this is one of the most enticing ways for your to pull out your credit card and dial that number. They don’t only offer one bonus, they’ll offer you two to get you even more excited about the purchase, and to feel that you’ve gotten.

Make sure you offer a bonus gift at the end of your sales copy. This can be an additional e-book, or free shipping, or a bonus video when they register for a seminar.

Tip 8: The More Expensive the Product, the Longer the Copy

A wonderful aspect of the Internet is that there is no space limitation in terms of how much writing you want to do. There is no set length for writing web copy, but the general rule is that the more expensive a product or service is, the longer the copy should be.

Your copy should be long enough to cover all the necessary facts, but must remain interesting to the reader. Don’t be afraid to write long copy, Maria Veloso, authour of Web Copy that Sells, wrote a 13 page sales copy for one of Jay Conrad Levinson’s seminars. The e-book that I sell online has about 9 pages of written copy.

Tip 9 or 9 for Creating Web Copy That Sells (Call To Action) Tip 9: Add Call To Action

And one of the most important aspects of creating a web copy to sells is to ensure that you write a call to action in the end. Ask the web visitor to “Buy Now.” Or to “Register Now. First 100 get a 20% discount!”

When writing web copy, it’s important to find out what’s working and what’s not. If you feel that products aren’t selling as well as you like online, do some testing. See if adding more testimonials will help, or find out if adding more emotional words help close more sales. Review your sales copy every few months.

With so many different variables, it can be hard to isolate what’s preventing people from buying. If you are interested in knowing what’s turning people away or what’s getting people to buy, then it may be best to do a qualitative survey

And lastly, don’t forget to sign up for our e-mail newsletter for other great tips on marketing.

5 Tips to Improve your SEO beyond Keywords

SEO Link Building You know about keywords, and how important they are for getting your website found. Now you’re ready to take the next step and learn more about the world of search engine optimization. If you’re relatively new to SEO, there are a few things that you can do to help boost your website’s rankings beyond writing keywords in your content.

This article is designed for beginners, but it’s also a good refresher for intermediate level search engine optimizers.

1) Create Internal Links

When you start your website or blog I would suggest focusing on creating great content for your blog. However, the trouble with a new blog is that you don’t have a lot older content that you can refer to. But once you have written some more posts or create more content you want to start linking to those specific urls that the content resides on. This is known as internal link building, and doesn’t just apply to posts, but can be done to link to product pages, landing pages, and so forth.

Internal linking is helpful because you pass on link juice to those other pages. Imagine link juice as vote of confidence. Every time you link to your own article, this is considered a vote of confidence according to the search engines. Right now I’m passing on some link juice to this article about driving web traffic to a hotel website.

You don’t want to go overboard with this technique as it will ruin the reader’s experience. Think strategically about what pages or articles you want to rank well for and strategically think how other pages can link to them.

2)Use the Right Anchor Text

Strong Chains When you link to your own articles or to other websites, usually these links are highlighted in a different colour from the rest of the text. The following term, Vancouver Digital Marketing Agency, the highlighted part is known as anchor text.

Anchor texts are useful because it gives search engines another piece of information of what the directed webpage is about beyond the actual written text itself.
Let’s say you wrote an article about using Pinterest for marketing, if you want to rank well for search words Pinterest for marketing, then you want to create anchor text that says those keywords, and not using words such as social media marketing or the common deadly anchor text of, “click here.”

You should not abuse the use of exact match anchor text with the title of your article or for keywords you want to rank high for, or else you may be punished by Google. Especially if the anchor text is taken out of context and isn’t even remotely related to the rest of the article.

Don’t go rushing and linking 200 of your internal articles using the exact same anchor text such as Pinterest for marketing for all of them. You might want to switch it up and use more organic anchor texts such as, marketing using Pinterest, Pinterest is designed for marketing, or Pinterest for business marketing.

If Google believes you’re manipulating the system, then it will find a way to punish your website. This is what happened a lot of them during 2012 during the Panda and Penguin updates. It’s not quite over yet, there have been some major ones, and reportedly that Friday March 15th, there may be another Penguin change to Google.

This is why if you ever get a chance to write for another blogger or business magazine, you want to choose your words carefully. Instead of saying click here, you may say read this article about “How to Generate Leads with Linkedin.”

3) Develop Relationships with Other Bloggers and Businesses

You’ll often hear the term link building and its extreme importance in the world of search engine optimization. Link building is the process of having legitimate websites link back to your website. The reason I say legitimate is because Google has punished many sites that have used manipulative ways to gain links such as through link buying, or linking to low quality sites that add no content value to readers, link networks, or through content farms (such as e zine articles).

When you’re able to develop relationships with other bloggers you’re able to propose writing an article on their blog, known as guest posting. Depending on the guidelines of the blogger, you may be able to put a link in the article back to your website with a specific anchor text.

When that website links back to you this is considered a vote of confidence to Google, and helps you rank higher for search results. The more credible and visited a website is, such as the Wall Street Journal or Tech Crunch, the higher the vote of confidence to the search engines. The “credibility” of a site is often know as page rank.

Another factor is also the number of websites that you get a link from. If you get one from both Tech Crunch and Wall Street Journal, that’s the same as two thumbs way up that your site or blog is credible.

4) Label Your Pictures Properly

One of the important things you can do to improve your search engine results is to title and label your pictures appropriately. Instead of saying DSC_145 or something weird like that, rename them so that it says PinterestMarketing.jpg. (I’m guilty of practicing this poor labeling at times).

For my site, I labelled a picture “Using Iphone” and so I get some traffic for an article about Foursquare from those that are searching Google for an image related to that.

Don’t rename the picture to something that isn’t relevant. If you want to rank well for the word, clown for hire, in Google, don’t rename your cat pictures in your blog to that. That doesn’t make sense , and Google may punish you over time.

There’s something known as Alt text, this is alternative text that will show up when the picture fails to load. Fill this information with the keyword that the picture represents and this will help Google be able to understand more about what that picture and the content is about.

5) Webmaster Tools

One of the essential tools you need to improve your SEO is Webmaster tools. I would recommend starting that you sign up with Google Webmaster tools and find out if there are any 404’s. (This is known as links that don’t go anywhere, here’s an example of a 404 by Tech Crunch).

Tech Crunch 404

Though Google says it doesn’t affect search results, it’s more about good housekeeping. As you start to have more websites, it’s important to keep track of broken links.

However let’s say that you wanted to pass on link juice to a specific article on your website, if that link leads to a broken link, then the link juice is wasted, which could technically go to another site. Especially if that site has been getting a lot of traffic and has high page rank.

Those are some ways to be able to take the next step after writing keywords in your article, if you’re looking for a great resource on SEO for beginners, I highly recommend reading SEO Moz’s guide. Rand Fiskin, the team, and the community at SEO Moz, do a wonderful job and is an excellent source for SEO news.

Photo Courtesy of Ward