The Sale Could Be In Your Web Site's Copy
by Nancy J. Wagner

Your site looks graphically appealing, is easy to navigate, and your images download in record time. But, does your content truly grab your audience?

To keep visitors at your site with strong content, you must determine three things: your audience, the purpose of your content, and how best can you get their attention. Answer these questions, then you’re ready to write copy that motivates even the most unenthusiastic consumer.

Who is your audience?

You can’t write good copy unless you know who your audience is. Create a profile of your typical visitor - are they men or women, single or married, or have children? How old are they? Education? Interests or hobbies? Is your audience technically-oriented or do they need easy-to-understand solutions? Next, do you need to educate your visitors or are they already experts on your site’s topic? Develop a customer profile (you may have more than one), and you’re ready to answer the second question!

What is the purpose of your site?

Ask yourself this question — is your site meant to provide information about your products or services, or is it meant to make sales right then and there? The purpose of your web site should be broken down into a simple sentence - what do you want the site to achieve? Once you have the answer, you’re ready to make every single sentence on your site meet this purpose.

How do you get their attention?

Grab your reader’s attention with short, sweet, and simple copy! Use enticing headlines and break up your content into small groups of information which are easy to understand.

Your main ideas should be obvious, so throw out words that do not adhere to the purpose of your site. Or put them on pages where heavy copy is expected (i.e., specification or product information pages). On ecommerce sites, don’t be afraid to ask for the sale - prospects want to be sold on your product! Finally, make sure your copy is integrated with the site’s design - this will create a sense of flow for your reader.

Keep visitors at your site with fastloading information, convince them to buy with copy that truly sells, and you’re on your way to a site that brings customers back for more! To view websites created by Cut to the Chase Marketing, click here.