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Article Title: Make Sure Your Web Site Is Right Before You
Advertise
Author: Kevin Nunley
Word Count: 862
Article URL: http://www.isnare.
Format: 64cpl
Author's Email Address: kevin[at]drnunley.
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Easy Publish Tool: http://www.isnare.
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Recently a customer spent a pretty hefty sum of money to
promote his web site. I knew something was wrong when he
contacted me three weeks later saying he hadn't sold a single
product.
His site looked good. A professional designer had given it a
great look with slick graphics. Unfortunately, when I went in
search of the product he was advertising, it took five or six
clicks to find it.
Here is what happened to prospects and why the site wasn't
selling anything:
1. The prospect sees the ad.
2. She clicks to the site.
3. She is greeted with a doorway page.
4. When she finds the link at the bottom of the doorway page
she is taken to a home page with very little information on it.
5. If she clicks on the "home" link she gets the doorway page
again.
6. If she clicks on the "about us" link she gets the home page
she is already on.
7. One more click and she might find the product page with the
item she came looking for.
How many customers will look through page after page to find
the product or service you advertised? Not many. Click rates
go down dramatically after the first page. Hardly anyone will
click three levels deep.
Moral of the story: have your opening web page clearly promote
whatever you are advertising. Otherwise, your ad dollars may
be wasted.
In today's rocky economy, people aren't willing to throw money
at a product/service they know nothing about. Many online
shoppers spend hours looking for the item that is exactly what
they want. Your product/service could be exactly what they're
looking for, but with scant, uninformative copy, how are they
going to know?
So it's time to make a few changes, nothing too painful. You
don't have to throw out your old copy and start from scratch.
With some minor alterations, your copy can inform, motivate and
charge prospects to take action and buy.
Here are a few changes you can make to improve the way your
copy sells:
Give the Most Important Info First -- Don't force people to
wade through two pages of copy before they can discover what
you're all about. Get to the point right up front, in the
headline, subheading, and first few paragraphs. If you have too
much filler copy in the beginning and don't start getting to the
point until later, all that copy your visitors read will be lost
on them. It will have been out of context because you didn't
provide them with a context.
First Things First -- Ever heard of "Inverted Pyramid Style"
writing? It means starting with the most important sentence and
following with lesser sentences. But not too many. Keep your
paragraphs short so they don't overwhelm the reader.
Cut Words -- Web copy should use about half the word count or
less than conventional writing, so keep it short and too the
point. This isn't the great American novel. Your goal is to
make sure your audience can understand every word you say while
reading quickly. If they have to stop to get a dictionary
because you used too many cryptic words or jargon, you'll lose
their interest.
No Sub Par Subheadings -- Use only meaningful subheadings. Your
subheadings should serve as an outline for your copy, making it
easier for the reader to remember important points and gain and
accurate overview of the products or services. If your
subheadings are well-placed and meaningful, no one should have
to read your copy twice.
One Idea Per Paragraph -- Don't load your paragraphs with
ideas. Avoid confusing the reader by separating each idea into
its own paragraph. This will also help you keep paragraphs
shorter. Limiting paragraphs to one idea helps readers digest
information a little at a time, promoting comprehension and
recall.
Use Bullets -- When presenting information, it is helpful to
separate the text with bullet points. Bulleted lists are easier
to read than entire paragraphs, and the differentiation shows
readers that they should pay special attention to bulleted
points. In fact, readers are known for skipping over paragraphs
and going straight for the bulleted text, so make whatever
information is in bullets essential to motivating the sale.
Highlight Keywords -- You're going to get a lot of "scanners"
visiting your site. These are people who don't read word for
word, but glance over text looking or important information.
Highlight keywords so they will know where to find this
information.
Use Hype Where Hype is Needed -- Hype is like opera. People
either love it or loathe it. So be careful where you use it.
With certain products, hype has been known to reduce
credibility, but with others, it increases excitement and
motivates purchases. But if you want to add that punch here and
there in your copy, use hype like paprika; just a pinch to tweak
the flavor. An exclamation point here, a phrase in caps there,
and you've got just enough to satisfy any palate.
About The Author: Kevin Nunley provides marketing advice and
professional copywriting. See his affordable deals on web site
copy, sales letters, and autoresponder messages at
http://DrNunley.
Please use the HTML version of this article at:
http://www.isnare.
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For more free-reprint articles by Kevin Nunley please visit:
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