Copywriting Secret of the Masters:11 Easy Things You Can Do Right Now to Fix a Client’s Website                        (an...
11 Easy Things You Can Do Right Now to Fix a             Client’s Website (and Yours!)The bigger the Internet gets, the mo...
5. If it’s a site for building a mailing list, get your signup box   "above the fold."If you’re after email addresses, the...
This old technique still works. Print the page and read the copy outloud. You can even record it and listen to the playbac...
John Forde:A Master at WritingMore Controls More Often"If you write copy … how many chances to sell your talents to the bu...
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Copywriting secret of the masters 11 easy things you can do right now to fix a client’s website - john forde

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Copywriting secret of the masters 11 easy things you can do right now to fix a client’s website - john forde

  1. 1. Copywriting Secret of the Masters:11 Easy Things You Can Do Right Now to Fix a Client’s Website (and Yours!) by: John Forde www.ProCopyWritingTactics.com
  2. 2. 11 Easy Things You Can Do Right Now to Fix a Client’s Website (and Yours!)The bigger the Internet gets, the more you’ll find yourself being called uponby clients to "fix" websites that aren’t working. And I’m talking not onlyabout sales websites that aren’t making money but also about editorial-stylewebsites. Here are the 11 best ways I know of to do it: 1. Define the site’s purpose in five words or less. Is this a sales site? Then the goal is: "Sell ______________." Is its purpose to build an e-zine’s mailing list? Then the goal is: "Get names for mailing list." The purpose needs to be that simple. Pick the most important result, make it narrow, and stick to it. The more you try to accomplish, the less the site will accomplish in terms of quality results. You can always create other websites to serve other purposes. 2. Get a headline at the top of the first page. Forget big logos. Forget splash pages. Get words up top in type bigger than you think you need. And not just any words. You need a powerful emotional "hook." A big problem identified. A shocking statement. A huge benefit. 3. Get a big benefit "above the fold." If your headline at the top of the page is benefit-driven, you’ve done this. If your headline is fear-driven or something other than a clear benefit, apply the "no-scroll" rule: Make sure the reader sees the benefit before he starts scrolling down the page. 4. Get rid of "click here to continue" page breaks. For a fluid, more effective reading experience, you need one long scroll. The less clicking your readers do while soaking up your message, the better. Don’t let anyone tell you otherwise. www.ProCopyWritingTactics.com
  3. 3. 5. If it’s a site for building a mailing list, get your signup box "above the fold."If you’re after email addresses, the sign-up box should be featuredprominently in one of the corners. And it should reassure readers thatthere’s no risk to their privacy when they sign up (which had better betrue).6. Strip away pointless graphics and links.Don’t risk having readers miss what you have to say by obscuring itwith unnecessary links and graphics. You don’t want images that aren’trelevant to your message, no matter how cool, cute, or stylish. Nor doyou want to give links to other websites (at least, on a promotionalpage) or anything that does not further the sale. Stay in control of thereader’s attention.7. Eliminate technological "tricks."Flashing banners, java-programming, flash-programming or frames arenot only distractions, they take too long to load. Worse, they couldcrash your website or the user’s Web browser. Obliterate them.8. Reread all your subheads.Skim through the document and read the subheads. Not all of themhave to sell, sell, sell. But it’s a mistake for none of them to do so. Youneed subheads to keep hooking the interest of the page skimmer,which is what most people are when they read both online and printeddirect mail. Subheads are there to pull the reader back in. Well-craftedsubheads offer a path that the reader will want to follow.9. Check and recheck your offer.When sales go wrong, the offer is often the reason they flop. Is it thebest possible offer the owner of the business can make? Is there anaspect of the sale that can be fulfilled online (to cut costs and motivatethe buyer with instant-satisfaction urgency)? Can you offer a betterguarantee? Is the guarantee featured close to the push for action?Have you reassured your readers that your reply page and theirinformation is secure?10. Read the copy out loud. www.ProCopyWritingTactics.com
  4. 4. This old technique still works. Print the page and read the copy outloud. You can even record it and listen to the playback. Do any phrasessound dull? Are there sections that are boring or long-winded? Or partsso good you realize they should land closer to the front? You’ll discoverflaws and opportunities this way that you’ll completely miss otherwise.11. Get a local usability test.Get at least three other people who know little or nothing about theproduct you’re selling. Let them read the Web page without givingthem instructions on how to navigate. Provide no warm-up about whatto expect. If they all have similar complaints, fix the problem. If theirbest response is that they "like" it, you still have work to do. If theystart asking questions about the product and how to get it, you’ve gota winner.Click here to find out more about Copywriting 2.0: Your CompleteGuide to Writing Web Copy that Converts www.ProCopyWritingTactics.com
  5. 5. John Forde:A Master at WritingMore Controls More Often"If you write copy … how many chances to sell your talents to the businessesyou know and trust have you overlooked? Company websites … local salesbrochures … online ads and sales letters … print ads in local papers … evenP.R. pieces or ezine editorial.It might be the small gigs that get you started. It might be the bigopportunities that let you smack the cover off the ball at your first at bat.Either way, I’ve met plenty of people who had no grasp about what rolecopywriters play.Masterson’s [Accelerated Program for Six-Figure Copywriting] offers themost thorough and well-organized approach to the subject I’ve seenanywhere. There’s not a technique or secret in there that I haven’t foundhelpful over the years. I owe a great deal of my own success to MikeMasterson. And I tell him so regularly. As for the program, I’d recommend itto anybody – not just direct-mail copywriters, but anyone who’s trying to geta grip on what makes marketing work."— John FordeJOHN FORDE has been writing winning controls for going on two decadesnow. He’s made untold millions for clients in the financial, health, and travelindustries. John also works as a copy coach, hosting intense seminars fortwo or three hundred marketers and copywriters at a time.John Forde also writes the successful and very useful eletter, TheCopywriter’s Roundtable. www.ProCopyWritingTactics.com

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