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HOW DO I MAKE MY SITE SELL, SELL, SELL?

Getting a Web Site is Only the First Step in Selling Online. Now Ron Sathoff Answers Five Common Questions About Web Copy.

c2001 by Ron Sathoff

Business web sites used to be in the realm of "nifty novelties." Now having a good web site has almost become a necessity for all types of companies. Therefore, being "web savvy" has become more and more important. Many of the clients I work with, however, are a little unsure about how to maximize the effectiveness of their web site's sales copy. Here are some of the most frequently asked question that we get about writing good web copy:

QUESTION ONE: How important is the sales copy on my web site?

For many businesses, the web site is where we actually make our sale. Think of your web site as the foundation of your entire sales/marketing strategy. All your other promotions, whether they are sales letters, articles, press releases, or classified ads, are intended to get your customers to your site. Therefore, your web site's sales copy is the most important writing you have, since it clinches the all-important sale.

QUESTION TWO: How long should my sales copy be?

A lot of people still swear by having a long (seven or even more pages) sales letter on their main index page, but you might want to consider toning this down a bit. I've found that a good approach is to go for a shorter letter, perhaps 1-3 pages of text copy on your main page, and then have links to other pages that have additional information. This makes your site accessible for the people who want to read through the information quickly, but gives the in-depth info that some customers need to feel assured about the offer.

QUESTION THREE: Is Hype effective?

Hype is a difficult beast to master. If, by "hype," you mean "exaggeration," then you should avoid it like the plague. If, by "hype," you mean "really enthusiastic writing," then it CAN be effective with the right kind of audience. Think about who you're selling to. Do they need to get really excited about the offer before they buy? Or would a more refined, laid-back approach better suit them?

For instance, if my site were selling Persian Rugs and Fine Art Prints, I'd probably hold back a little on the hype and focus on the refined nature of the products.

On the other hand, if I were promoting a hot new business opportunity, I might want to use a little bit of hype to get the customers excited enough to act. The important thing to remember here is that you never want to lie or over-exaggerate in your writing. If you do, then you are doing a great disservice to both yourself and your customers.

QUESTION FOUR: What about Graphics or other A/V goodies?

Think of graphics and other web site features (like MIDI musics, animations, or video) as "helpers" for your web copy--they can help the writing but they can't replace it. In fact, the best rule of thumb is this: If the web graphic or feature doesn't DIRECTLY reinforce the point you're making, seriously consider changing it or removing it.

QUESTION FIVE: How should I tie in my other writing (articles, press releases) into my web site?

Articles that you have written or press releases about your company are great additions to a web site. Put them on their own pages and then link them to your main page. Having articles or press releases available to your customers is a good way of building your credibility and the credibility of your business.

To sum up, when it comes to web copy, many of the age-old rules of writing come into play. Read other web sites to get a feel for what works and what doesn't. Keep your audience in mind at all times. Have a clear goal and stick to it in your web writing. If you keep these kinds of things in mind, you'll have a good start on having great copy!

Ron Sathoff is a noted speaker and manager of Dr. Nunley's

http://InternetWriters.com

Ron works with business speakers and writers, helping them with their copy writing, marketing, and Internet promotion. You may reach him by calling 801-328-9006 or emailing: ron@drnunley.com