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This new article about writing income-generating Web copy is for your readers who sell products or services from their Web site. Thanks for considering it for an upcoming issue of your newsletter. Yours, Scott T. Smith publisher, 'Starting Point' newsletter 800.798.4471 | +1 406.585.0181 http://www.copywriting.net (624 words) 'Writing the Income-Generating Web Site' Your Web site has a single motive: To 'ignite' your visitors to take action. This prime motive is behind every element of your Web site design and content. Start with the idea that you have one chance to reach your customers. They will never return to your site unless you make it worth their while, and they will not buy unless you encourage/force/ask them to. This will impact the 3 prime elements working together in any excellent Web site ‹ the mechanics, content, and design. Right now, let's focus on the mechanics of writing. Your Template for Success Here is a simple template for a Web site which you can readily adapt to meet your needs. Use it as a jumping-off point for an income-generating Web presence. The 3-Part Home Page & MUST-HAVE Button 1. Headline A strong, enticing headline is the most important element of your home page, because it is the first impression you make on your visitors. Make it complete enough to provide real food for thought, and long enough for any graphics to load further down on the page. The secret to a good Web headline is that visitors want to read about THEMSELVES, not about you. Their first question will always be: 'What's in this Web site for me?' That's what you need to tell them right away. State a benefit that clearly enhances their life, using power words such as 'Discover', 'Announcing', 'Breakthrough', 'Facts', 'New', 'Now', 'Save', 'Yes' ‹ all words that are active, grab the attention of your visitors, and promise them something. The two most powerful words to motivate your prospects to read further are 'You', and 'Free'. 2. Proposition A proposition is prospect-centered. It is all about them. Either it states their current situation, and 'ain't it awful', or it reveals a dream they have about what their life could become: 'If only...' Go back to the roots of the product or service you are offering. Why does it exist in today's world, and what good does it do for people? Ask yourself why you are involved with it. Be idealistic. The proposition section of your home page sets up a kind of vacuum, which you are about to fill with... 3. Benefits A benefit is anything that will make your customer's life better by using your product or service. This is the payoff, and the crucial section of your home page where you must deliver the goods. Take a good look at what you are promoting, and then... Write down each and every benefit you can, with no thought about which is the most important. You'll order them later. Write down everything that can possibly do your customer some good. Everything. After finishing this 'brain dump', go back and prioritize. Don't prioritize as you go, because that will inhibit you. List first, order second. When writing your home page, companion pages, and sales letter, begin with benefit one, then two, three and so on down to the least significant. &... The MUST-HAVE Button: Your Benefit-Rich Sales Letter The one button you absolutely must link to from your home page is your benefit-rich sales letter. A good home page is already a clear call to action. But it also can't go on for too long or you will put visitors off. The analogy of your home page as an interesting magazine index is a good one. You should offer enough provocative information that any visitor absolutely must go deeper into your site. They just can't hold themselves back. Remember, it is the benefit-rich sales letter that always closes the sale.
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More Articles:1. How to Hire The Right Web Design Firm By Jim Ray Regardless whether you manage a small business, charitable organization, or Fortune 500 company, choosing the right web design firm can quickly become a full-time research project. With thousands of design firms to choose from, what factors truly determine which design firm is best for your business?The primary considerations for choosing a web design firm are:* Price * Customer service/access to support * Credibility indicators of the design firm * Portfolio and design experience * Other ser… 2. How to Test Your Web Headlines and Web Site Home Page to Sell More Products and Services By Judy Cullins A client asked me, at what point do you change your Web site when not making enough sales? My answer? Within a month because as long as your ad copy is weak, those weak sales numbers will continue.Your coach is number one on Google and 35 other search engines with the key words, "book coaching." While web site hits were high, I noticed a below 2% conversion rate for one top eBook. The culprits? My homepage headlines lead my visitor to the book's sales letter. My sales letter lacked enough ben… 3. No more than a twentieth of a second! One-twentieth of a second - this is the time a viewer takes to form an impression of a website. In a recent study by Canada-based researchers, published in the latest issue of Behaviour & Information Technology journal, people tend to make aesthetic judgment of a website in one-twentieth of a second, which is said to be less than half the time it takes to blink. See related report here by Kamakshi Tandon. This is a fact not entirely unknown. Humans are known to have minimum time-span of about on… 4. Going back to the basics Let us talk about going back to the basics of printing. The basics meaning, not using the internet for advertising needs. May seem almost unreal with all these online services at your disposal. But then, think of those who do not have the fortune of owning one. Or those that does not have enough knowledge about the internet to try and accessing your site. If you limit yourself to online advertising, it may be possible that not all are seeing and reading about you. There are other ways of adverti… |
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