Make Your Online Sales Copy Sing

If you’re writing your own sales copy, or if you’re just breaking into copywriting, this article is for you. The techniques discussed here are the basics you need to follow to create effective online sales copy. Most of these tips can be used in offline marketing materials, like full color brochures or postcards, as well.

The great thing about online selling is that your Web site is always “on.” You don’t have to pay someone from 8-5 to promote your products – you have 24/7 promotion that never turns off, which means early birds to night owls can peruse your offerings without worrying about time.

Here are the top tips for writing powerful online sales copy:

Target your audience. Although there’s more chance for hordes of people to see your Web site that you haven’t targeted, that’s no reason to make your sales copy general. You need to know exactly who you’re targeting on the Internet and write to them and what they’re looking for. To get to know your audience’s preferences, look at the server log your Web host should provide for:

The most popular page on your site (which gets the most hits, or which does people spend the most time on?)
On what page do most people click away from your site?
What time of day do people most often visit your site?
How long is the average total site visit?

These statistics along with visitor comments can tell you a lot about your customers and about what your site is doing right and wrong. Use this info to write copy that concentrates on your users’ needs and anticipates any questions they might have – the same way a salesperson in real life would do.

Write a headline that pulls people in. A great headline is short and gets right to the point about the benefit of your product or company. For instance, “XX Solutions – luxury comforters for half the price” tells you exactly where you are and what the page is about. It also gives a benefit of bargain comforters.

Establish credibility. Right off the bat, on your home page, you should have graphics of any credentials your company possesses. Part of the Better Business Bureau? Many sites have a small BBB logo on their home page to show they belong.

You can also use testimonials scattered throughout your Web site to establish credibility. Make sure they’re specific and benefits-oriented. Include the person’s full name, city and state, and a picture, if possible. So many companies make up testimonials that you need to do whatever you can to show yours are real.

Talk about benefits, not features. Your prospects want to know how your product will make their lives easier, or how you can solve some problem for them. Benefits get people thinking about using your products and they imagine themselves using them and reaping the benefits.

Create a sense of urgency. Many people might check out your Web site, and then decide to go to another Web site because they’ll come back later to order from you. Except that they don’t come back later because they either leave the computer, or just forget about your Web site. To keep people from leaving your site without making a purchase, you need to create an offer that’s only good for a limited time (usually a few days will do it). By creating a sense of urgency, people won’t risk leaving your Web site without ordering, and they’ll be persuaded to order now.

If you use all of these tips when writing your Web site copy, your copy will sing your praises and benefits and you’ll not only draw people in, but also get that sale!

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