Profit Improving Online Strategies

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Copywriting Guide for Highly Successful Web Sites

Use these essential elements in copywriting and hugely increase your visitors to customers conversion rate!

1. Write in a sincere, excited, slightly personal and knowledgeable style
2. Market your USP (Unique Selling Proposition)
3. Define your target audience
4. State the benefits
5. Determine your pricing strategy
6. Write an exciting headline and sub-headline
7. Establish your credibility
8. Provide a lifetime guarantee
9. Transfer ownership
10. Add free bonus items to your offer
11. Create urgency to promote immediate sales
12. Ask for the actual order
13. Make the sales process clean and clear
14. Keep contacting you easy
15. Use effective formatting

1. Write in a sincere, excited, personal and knowledgeable style

First of all, take it from the experts, you don't really need a copywriter. You can write compelling, successful copy for your web site yourself. All it needs is a bit of practice and testing.

Since nobody knows your business better than you, you are the best person to write about it and get people interested. When writing, let your personality shine through, a heartfelt, sincere, excited, and friendly text goes a long way - especially for a smaller online business.

2. Market the main selling point of your product / service

Market the main selling point of your product / service, and ask yourself: How does your offer stand out from the competition?

What your product's unique benefits and features? Does it cost less, last longer, look more attractive etc.?

3. When you started out to set-up your business

When you started out to set-up your business you probably have defined your target market then, so you most probably know already who your audience is and what they are looking for.

Even if you have done your target market research earlier on, it still is important to have another look here. The science of defining a target market has changed slightly from the criteria of age, gender to include so called 'behavioral demographics'. Meaning, what does your target market do, what habits have they developed?

How do they surf the Internet, look for your products & services? How should you talk to them, are the business people or are you promoting something they call a hobby?

You need to understand what keeps them from succeeding in the way they want to and why they might want or need your product or service. Once you know that, you are ready to give them exactly what they want.

4. Your best salescopy focuses on

Your best salescopy focuses on how the user will benefit from your product / service not on the features it has! If you want to understand how the number-one most overlooked rule of copywriting might be hurting your sales, click here.

5. selling your product / service

In selling your product / service it is important to test a couple of price points, get an idea what your product / service is worth, how much you actually need to sell it for and how much your target audience is likely to pay.

In setting your price, don't make the mistake of setting the price too low since setting a price too low is as bad as setting a price too high. When you are indeed setting your price too low people might think it is of no quality or there is must be something else wrong about it.

You need to know your cost-per-sale and how much money you have to make on each sale in order to cover the cost of your investment (break-even-point) as well as how much your competition is charging to be able to find the the maximum price your customers would be willing to pay for your products / service.

In setting the actual price of a product or service, according to Corey Rudl of The Internet Marketing Center, some numbers seem to be more attractive to buyers than others: A number that ends with a "7" or a "9" will outsell similar prices nine times out of ten!

6. When it come to creating your headline

When it come to creating your headline and sub-headline keep in mind that a simple change of text can increase your number of sales drastically!

Communicate the biggest benefit of your product or service right in your headline - you get a good chance that visitors stay on your site for now and that they go on to read your sub-headline, with your sub-headline leading your visitor into the actual text content of your page.

Don't forget to leave enough curiosity in your (sub-) headline and to test whether your headline is communicating to your target market.

7. Internet users are a skeptical crowd

Internet users are a skeptical crowd and you will want to establish your credibility to make a good number of sales.

Provide some information on your homepage that you are a credible, trustworthy resource and that if people need more background information, your 'About-Us' page would be a good place to have a look.

In providing your credentials, maybe some testimonials and establishing that you are the best person for the task you build credibility and sales.

8. To enhance your credibility offer a 100%

To enhance your credibility offer a 100%, no-hassles, no-questions-asked, lifetime money-back guarantee.

A one-year guarantee may sound long but usually the longer guarantees are the fewer returns they create. With a one-year or even a life time guarantee customers feel more confident that your product or service will live up to its promises because the long guarantee shows that the owner has confidence in what (s)he's offering.

Any customer would feel that there are no strict time limits to return the product and that (s)he got enough time to properly try out the product. With a powerful one-year guarantee you might be able to increase your sales without adding any advertising cost with probably even fewer returns.

9. Transfer ownership

When you 'transfer ownership' of your product, you are writing so that the reader starts thinking of your product as their own, something they could imagine themselves using and benefiting from.

10. Offering free valuable bonus items

Offering free valuable bonus items could double and triple your sales.

The best way to do this is by creating a package of bonuses that, combined with the value of the product itself, is perceived to be worth much more than the price they are asked to pay.

When you are offering free bonus items, make sure that bonus is of value to your actual target market by being related to your product or service. You could offer general bonuses a free e-book, a special video that complements your offer and your newsletter subscription.

Offering a time limited bonus, when presented correctly, might be a great way to persuade the reader to buy today.

11. Create urgency

Create urgency to encourage readers to take immediate action and go through with their current purchase.

Add a significant boost to your bottom line by limiting the time for which a product is available, setting a specific quantity that you are able to offer (e.g. the first 250 people ...), including a discount or bonus for a limited time or quantity.

When you do a limited offer, stick to it and keep doing regular promotions and offers ensuring that you keep the urgency to buy now.

12. Spending time on building your credibility

Spending time on building your credibility, explaining the benefits of your product or service, persuading your visitors 'what's in it for them', takes you to the point where your reader is ready to hear it and then you can and must ask for the order.

When you ask for the order, restate the strongest benefits and main selling points of your product or service leading your potential customers into the order form.

13. The ability to find and buy products online

The ability to find and buy products online easily is one of the most compelling reasons to use the web, but for customers to be successful, your ordering process must have clean and clear process.

People enjoy completing tasks they start and this is no different with an ordering process. Yet all kinds of distractions - including links that lead off the critical path, extra steps, and extra content - can inadvertently lead them away from completing the order.

As a general guideline to keep the ordering process clean & clear use these reminders:

14. It is rather obvious and important

It is rather obvious and important to make it as easy as possible for potential customers to contact you so that they can get in touch with you if they have some more questions before going through with the sale.

Includes names of people to talk to either by mail or phone to make contacting you more personal.

15. Use successful formatting techniques

Use successful formatting techniques throughout your text to keep reading your copy easy and scannable:

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