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Copy That Turns Searchers into Buyers
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Copy That Turns Searchers into Buyers

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This presentation is for marketers and business owners who want to know good conversion-oriented Web copy when they see it. Here are 11 tips to tell you how to guide your Web site to copy that turns …

This presentation is for marketers and business owners who want to know good conversion-oriented Web copy when they see it. Here are 11 tips to tell you how to guide your Web site to copy that turns search traffic into leads and sales.

Published in: Business

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Transcript

  • 1.
    • Amy Lemen and Brian Massey January 29, 2009
  • 2.
    • Find out what your Conversion Rate is and then make small increases.
    • (Big increases are good too)
  • 3.
    • Who are your customers? Profile your visitors, understand why they are coming at this time , and write to their issues. Personas help.
  • 4.
    • “ Clarity trumps persuasion,” Flint McGlaughlin, Marketing Experiments
  • 5.
    • If you offer a discount in your PPC ad, the page they come to should have the discount clearly visible. Ideally, each ad will have its own landing page.
  • 6.
    • Not just who you are and what you do. How can they solve their problems with your offering? Have a good value proposition .
  • 7.
    • Get two or three “sketches” of the copy. Choose one. Correct the errors. Leave the rest alone.
  • 8.
    • Long copy is OK. Rambling copy is not. Use efficient copy of any length to engage your reader. Use Copy Indexing Formulas .
  • 9.
    • Google Analytics is free, easy to add, and relatively easy to learn. Use it or something else. Have someone tell you when you’re doing better.
  • 10.
    • Having a whole Web site go through a committee is a bad idea.
  • 11.
    • When someone reads your text, they are engaged. Use links to get them into the site. This is great for SEO.
  • 12.
    • Consider a copywriter from outside the company. You’ll be surprised at how much trouble you’ll have explaining what you do.
  • 13.
    • Your heading are critical to scanning readers. Try different headings, font sizes and colors. Be patient. Watch your analytics for benefits that last.
  • 14.
    • Copywriters Round Table Blog http://copywritersroundtable.com/
    • CopyBlogger Blog http://www.copyblogger.com/
    • Nick Usborne’s Excess Voice Newsletter http://www.nickusborne.com/excess_voice.htm
    • Fog Index: http://www.usingenglish.com/glossary/fog-index.html
    • FutureNow, Inc WeWe Test http://www.futurenowinc.com/wewe.htm
  • 15.
    • Amy Lemen Writeous Word
    • Email: amy@amylemen.com
    • Phone: 512-619-4595
    • Twitter: @writeouswords
    • LinkedIn: linkedin.com/pub/0/18/a24
    • Facebook: Amy Lemen
    • Brian Massey The Conversion Scientist™
    • Email: brian@conversionscientist.com
    • Phone: 512-961-6604
    • Blog: conversionscientist.com
    • Twitter: @bmassey
    • LinkedIn: /in/bmassey
    • Facebook: bmassey

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