How to Start a Business on the Internet: Lesson 6
The difference between editorial and sales copy is motivation. Business sites want their content to connect with people from first glance to the last sentence. The words on a site, persuade the reader to take action or click away.
Web Content
Web content refers to all the words and images and devices on a web page. The works. Everything from graphics, your logo, design and image elements and your copy message and offers.
Copywriting
Web design, navitation, images, animation, video, blogs, forms and forums compliment your message, but it is your words that are key to sales success on the Internet. Words you publish on your web pages are the most important element in the content of your website, because your words stand-in as a sales person. Here are a few guidelines when it comes to the copy on a website:
First Sentence
Naturally, your sales message has a first sentence. These are the words that start off your message. It’s your lead in. It is the part of the message that follows immediately after your headline. It confirms to the reader the promise that the headline made. The first sentence is given a value status because it keeps the reader involved. If the reader gets to the end of the first sentence, you have a very high probability that your entire message gets read. And that is the point of writing sales copy, isn’t it?
Body
The body of your sales message contains the details. Break up your copy as much as you can to hold interest and make it easy to read. One of the best ways to catch the attention of people who simply scan over your sales copy is with bullet points.
Proof
Proof is a often a difficult challenge for new sites. Put yourself in your buyer’s shoes. What proof would you want in order to feel comfortable make a positive buying decision. Include endorsements and testimonials, if you can, to help you prove your point. Flank quoted copy with quotation marks or some other indicator that makes the "quote" stand apart from the web page text.
Make sure the quote is attributed to a person -- meaning include the name of the person who said it, along with any brief information to indicate that it’s true, such as the name of the business, person’s title or URL. Although often done, unattributed quotes don't have as much impact.
Call to Action
This is a biggie. I can’t tell you how many times I receive an offer with no call to action. A call to action tells the buyer what to do next. 99% of all buyers need to know what to do next. What you recommend. How to proceed. Your “Call to Action” is the more than a phrase. It is a strategy. Here is an example:
1) Click here to order > typical call to action on web page
2) Order your elephant figurine now > better call to action. It includes an action word, keyword phrase with name of product, and sense of urgency.
3) Act now to enjoy (benefit) of (your product) > Calls for immediate action, includes benefit and product keyword.
What's on a Web Page
Web page copy generally starts with your home page. Although unique landing pages are often developed for your online advertising and email campaigns. For purposes of this lesson, you concentrate on the non-specialty pages, such as the copy for your home page.
The content of your website and each web page is obviously unique to each business and selling situation. However, there are common characteristics.
Every Web Page Includes:
Title
Headline
First sentence
Meta description
Meta keywords
Content keywords
Minimum of 250 words
Maximum of 650 words
A Website Primarily Selling Products Might Also Include:
Benefits
Features, specifications
How the product works
Who potential users are
How users apply the item
Who actual users are
Inventory and availability
Price and ordering
FAQs
Company information
Information regarding support
A Website Primarily Selling Services Might Also Include:
List of services
Benefits
Qualifications
Client list
Testimonials
Case histories
Fee structure and terms
Biography of key service providers
Quote/estimate forms
Worksheet on Articles |
