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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 search traffic into leads and sales.

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Copy That Turns Searchers into Buyers

  1. 1. <ul><li>Amy Lemen and Brian Massey January 29, 2009 </li></ul>
  2. 2. <ul><li>Find out what your Conversion Rate is and then make small increases. </li></ul><ul><li>(Big increases are good too) </li></ul>
  3. 3. <ul><li>Who are your customers? Profile your visitors, understand why they are coming at this time , and write to their issues. Personas help. </li></ul>
  4. 4. <ul><li>“ Clarity trumps persuasion,” Flint McGlaughlin, Marketing Experiments </li></ul>
  5. 5. <ul><li>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. </li></ul>
  6. 6. <ul><li>Not just who you are and what you do. How can they solve their problems with your offering? Have a good value proposition . </li></ul>
  7. 7. <ul><li>Get two or three “sketches” of the copy. Choose one. Correct the errors. Leave the rest alone. </li></ul>
  8. 8. <ul><li>Long copy is OK. Rambling copy is not. Use efficient copy of any length to engage your reader. Use Copy Indexing Formulas . </li></ul>
  9. 9. <ul><li>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. </li></ul>
  10. 10. <ul><li>Having a whole Web site go through a committee is a bad idea. </li></ul>
  11. 11. <ul><li>When someone reads your text, they are engaged. Use links to get them into the site. This is great for SEO. </li></ul>
  12. 12. <ul><li>Consider a copywriter from outside the company. You’ll be surprised at how much trouble you’ll have explaining what you do. </li></ul>
  13. 13. <ul><li>Your heading are critical to scanning readers. Try different headings, font sizes and colors. Be patient. Watch your analytics for benefits that last. </li></ul>
  14. 14. <ul><li>Copywriters Round Table Blog </li></ul><ul><li>CopyBlogger Blog </li></ul><ul><li>Nick Usborne’s Excess Voice Newsletter </li></ul><ul><li>Fog Index: </li></ul><ul><li>FutureNow, Inc WeWe Test </li></ul>
  15. 15. <ul><li>Amy Lemen Writeous Word </li></ul><ul><li>Email: </li></ul><ul><li>Phone: 512-619-4595 </li></ul><ul><li>Twitter: @writeouswords </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Facebook: Amy Lemen </li></ul><ul><li>Brian Massey The Conversion Scientist™ </li></ul><ul><li>Email: </li></ul><ul><li>Phone: 512-961-6604 </li></ul><ul><li>Blog: </li></ul><ul><li>Twitter: @bmassey </li></ul><ul><li>LinkedIn: /in/bmassey </li></ul><ul><li>Facebook: bmassey </li></ul>