Writing Sales Copy For Conversions

Without sales copy, it’s impossible to make a sale. But, your sales copy has to be good enough to grab your web visitors’ attention and convince them to make the purchase or otherwise achieve your objective. Web usability expert Jakob Nielsen in 1997 wrote, “How users read on the Web: they don’t.”

Internet-savvy people are used to being assaulted with promotional messages, so they habitually tune out overt marketing attempts. Thus, getting to the point quickly and concisely will lead to higher satisfaction for them and higher conversion rates for you. Here are some guidelines to help you write sales copy that will keep visitors reading.

Write an attractive headline. When someone visits your site, you typically have 5-10 seconds to grab their attention and compel them to stay on your site. That’s your headline’s job – to get the site visitor intrigued enough to read your sales copy. Here are 8 popular ways to start a headline:

 

How to… Discover… Imagine… Attention:…

·         Learn… ·         Warning… ·         Stop… ·         Who/What/When/Where/Why or any other question.

 

Write in the Inverted Pyramid Structure. To help people get the information they need quickly, put your conclusions and key points first and the less important and supporting information last.

Use clear and prominent page titles to tell your visitors why each page is important. Write about only one main idea per paragraph and keep your page short. Include only the information that’s specifically relevant to the topic. Move supporting text to other pages and create links for readers who want more information.

Remember, consumers don’t always “Read” the Internet, so the format of your writing should support their opportunistic scanning behavior.

Use the following Sales Copy guidelines to help increase conversions:

• Write in bullet form or short sentences (don’t worry about grammatical correctness as long as you’re writing is clear).
• Highlight important information-carrying words (stick to two- or three-word phrases).
• Use clear, emphasized titles for page headings and important subheads.
• Use active voice, and action verbs.
• Use bullet lists instead of paragraphs.
• Keep lists between 3 to 5 items.
• Use descriptive link text (describing the information on the target page). 

And, finally, don’t forget to tell people what to do with the information they just read. This is what’s known as the “call to action”. For example, if you’re trying to get people to subscribe to your blog, tell them to subscribe and make it incredibly easy to do so. Here’s a sample of an effective call to action.

Kelly Media Group is a full-service search marketing company that offers internet marketing, direct mail marketing and voice broadcasting integrated with click to call technology. 

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