Chapter 5: Creating Exceptional Copy That Sells
In This Chapter
Writing clear, effective, and compelling copy for your website
Using landing pages to drive sales
Motivating customers to buy from you
Even the prettiest website 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 website 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 you can learn from others’ experiences. You can follow proven strategies when it comes to writing content for your website. And, of course, you should avoid several taboos.
Understanding the Elements of Effective Website Copy
Everyone is a skeptic on the web. You’ve probably 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 ...
