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Google Adwords That Work by Jon Smith

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Stop jabbering

As a rule of thumb, try not to use more than three paragraphs to describe a product or service. Paraphrasing the old maxim about presentations—tell them what it is, tell them again and then remind them what they’ve just read. Be economical with your words but reinforce the keyword/s that will help sell. By all means allow users to find out more, such as technical specifications, testimonials, related products etc., but don’t let this get in the way of the synopsis. Offer this additional information in the form of links to other pages on your site. Users like to know that there is more information available, should they wish to follow the links, but often just that knowledge often acts as a substitute for actually reading it. The ...

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