I do site reviews. Needless to say, I see a lot of Web copy. One thing that always befuddles me is the lack of focus many site pages have. It's as if the writer assumes the site visitor will read the copy and automatically know what to do next. The fact is you have to know what action you want visitors to take before you get them to take that action. That means knowing what the preferred action you want visitors to take is, before you write the copy.
Think About It
Before you pen one word (for the Web or any other marketing medium), stop and think. "After reading this copy, what - specifically - do I want my site visitors to do?" Maybe you want them to click deeper into the site. Perhaps you want them to buy right then and there. It could be that you'd like them to call to discuss your product or service. Make a donation. Subscribe. Download. There are thousands of possible actions. Give some consideration to the question above and choose the action you most want your visitors to take.
Signposts Point the Way
The next step is to include signposts along the way so your visitors understand what they're supposed to do once they've read your copy. Leaving verbal clues helps prepare your visitors to take action once the time comes.
For instance, if you run a software site that offers a free trial download, you can prepare your visitors to get the trial version all throughout your copy by mentioning "free download" or "free trial." Your copy might read:
Email Lock software allows you to send emails and attachments securely through encrypted channels. With the free download, you'll discover just how easy it is to protect your messages and attachments from spying eyes. It's ultra-easy to use. You'll send emails just as you always have, and your recipients won't know anything has changed, either. The free trial version is fully functional and allows you to experience all the flexibility and simplicity of sending safe and encrypted emails and attachments.
What's happening as your site visitors read? They see phrases like, "With the free download, you'll discover?" OK, where's the download button? Then they read, "The free trial version is fully functional?" Wonderful! I want it! How do I download the free trial?
They begin looking for ways to take the action you want them to take. So tell them how!
Ready? And? Action!
Your job is just like a movie director's job. The director has to motivate and encourage his actors. He tells them why their characters are so important to the film. The director helps the actors understand the emotions involved with the parts they are playing. Then, once he has them all primed, he calls for action.
That's what you should do in your copy. Guide your visitors. Lead and nudge them in the right direction. Show them signposts that point to the action you want them to take. Then call for them to take that action.
Once you give your copy focus, once you define a goal for the copy and an action for your visitors, you'll find it easier to write copy that converts.
? 2005
http://www.copywritingcourse.com
Karon Thackston is a veteran copywriting pro who specializes in SEO copy. If your copy isn't getting results, let Karon teach you how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest ebook "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com.
executive chauffeured services Bradford .. Madison to Airport carIf you have a web site to which people pay... Read More
What is a Website Template?Many smart and savvy businesses are... Read More
You know... Before purchasing your product a person comes to... Read More
Don't just put your slogan in the title tag when... Read More
Web Site Awards are given from other sites to reward... Read More
Where does a person start when setting up a website?... Read More
Let me repeat that.."The technology may change, but human nature... Read More
Over the course of the last decade, the Internet has... Read More
Creating your own website can be fun and easy, as... Read More
There is a widespread confusion among lots of new website... Read More
QUESTION: My business is very small, just me and... Read More
Your home page is the most important page of your... Read More
You may not bother with html validation or writing simple... Read More
As part of your event planning you should seriously consider... Read More
Every now and then, I receive a link exchange request... Read More
I'm not a professional web site designer and openly admit... Read More
In today's age of fast food and high-speed Internet, a... Read More
The Internet is a relatively new medium. What works for... Read More
So how do you know when your graphic designer costs... Read More
If you've just finished building your new website (or revamping... Read More
Usability isn't only for Web design. It's also applicable in... Read More
I've written about META tags in the past, and I... Read More
You may not believe it, but people still judge things... Read More
Easy navigation and usability are one of the most important... Read More
Gone are the days when you had to rely on... Read More
O'Hare Chicago prom limo ..Due to the large number of people offering website design... Read More
Public domain gives you a head start creating ebooks, ecourses,... Read More
The time it takes to load your site can make... Read More
Creating your web site can be a tricky process. Choosing... Read More
If there's one thing that I've learnt so far, it's... Read More
Daily article:One of the most debated subject among webmasters is... Read More
Let's look at what your user wants to see at... Read More
Increasing the length of time a visitor is on your... Read More
Home-based businesses need a strong web presence to combat the... Read More
Novice and professional graphic designers, we are aware that you... Read More
There are two important reasons to build your website from... Read More
Color is one of the most important but least understood... Read More
Studies done by Jakob Nielson the man touted as the,... Read More
As a webmaster, you want to keep your visitors content... Read More
Avoid these mistakes and your site will be steps ahead... Read More
A client asked me, at what point do you change... Read More
Whether a business has just got off the ground or... Read More
Every action has a beginning phase where you launch your... Read More
I get the occasional web design lead from my website.... Read More
How many of the visitors to your web site take... Read More
Know what you wantMake sure you know why you... Read More
Q: Should I build and maintain my business Web site... Read More
Content is king. Without content your website is an empty... Read More
Many Internet sites that try to sell you something have... Read More
Once, I attempted to create a favicon (the little graphic... Read More
Web Design |