Web Marketing all-in-one for Dummies®

Chapter 5. Creating Exceptional Copy That Sells

In This Chapter

• Writing clear, effective, and compelling copy for your Web site

• Using landing pages to drive sales

• Motivating customers to buy from you

Even the prettiest Web site won't convert a single visitor to a customer unless you use well-written content to entice and inspire taking immediate action. Regrettably, lesser-quality content isn't typically the first thing on the chopping block when one tries to figure out why a Web site hasn't been earning its keep — but after you read this chapter, you'll understand why content should be one of the first things you examine closely for any improvement possible.

Fortunately, the Internet has been around for a while, so I've had lots of time to learn about what sells online from others' experiences as well as my own. You can follow proven strategies when it comes to writing content for your Web site. And, of course, there are several taboos to avoid. This chapter reveals the same system of creating content that I use when promoting my own products and services on the Internet.

Understanding the Elements of Effective Web Site Copy

Everyone is a skeptic on the Web. I'd be very surprised if you haven't heard about — or maybe even experienced firsthand — some type of online credit card fraud. Or, maybe you know someone who bought a birthday present online, only to receive the package three weeks after the birthday (if at all).

As a Web site owner and producer of content, your responsibility is ...