Copy That Turns Searchers into Buyers

Amy Lemen and Brian Massey January 29, 2009

Find out what your Conversion Rate is and then make small increases.
(Big increases are good too)

Who are your customers? Profile your visitors, understand why they are coming at this time , and write to their issues. Personas help.

“ Clarity trumps persuasion,” Flint McGlaughlin, Marketing Experiments

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.

Not just who you are and what you do. How can they solve their problems with your offering? Have a good value proposition .

Get two or three “sketches” of the copy. Choose one. Correct the errors. Leave the rest alone.

Long copy is OK. Rambling copy is not. Use efficient copy of any length to engage your reader. Use Copy Indexing Formulas .

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.

Having a whole Web site go through a committee is a bad idea.

When someone reads your text, they are engaged. Use links to get them into the site. This is great for SEO.

Consider a copywriter from outside the company. You’ll be surprised at how much trouble you’ll have explaining what you do.

Your heading are critical to scanning readers. Try different headings, font sizes and colors. Be patient. Watch your analytics for benefits that last.

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

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

Copy That Turns Searchers into Buyers

by Brian Massey on Feb 02, 2009

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Copy That Turns Searchers into Buyers — Presentation Transcript