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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. Learn the Language of the World Wide Web If you are already on the web or thinking about it then you must know the terminology used on the web. Here is a Glossary of a few must know Web Terms. Visitors:The number of distinct people who visit your site. Page Views:The number of web pages that have been viewed by the visitors to your site. If a single page is viewed many times by a visitor, each view is treated as a new page view. Hits:When a visitor views a page that has 3 graphics or images on it, he / she will give you 4 hits. 1 fo… 2. When brochures make good presentators When people want to get an overview of what the business, company or product is about, they tend to get the brochures. In them, they are given background information on things that they need to know. If companies were the books, then the brochures are the summary of it. Having all the important things people need to know in paper and in print. And in their hands.Brochures are the representatives of the company, in prints. Whatever information needed can be found in the pages of these brochures.… 3. Would You Buy There? So you have a product that you want to sell on theInternet. What is the first thing you think about?Some may be thinking, 'I need to set up a linkdirectory, or maybe fork over some cash to overtureand get some traffic in here.' Others may bethinking, 'I need a lot of great content to keepthose precious visitors here.' 'Catchy url,that's what I need,' may be on some people's minds.But even if you do all those things; if you have badsite design, you're going to have a hard timeselling.Take a momen… 4. Planning A Winning Website Before you begin to build a site, you need to determine the purpose of your website. Your primary objective when you are planning your site is to be able to identify what you want visitors to do when they visit your site. In other words, what is your site’s purpose? Generally speaking you will want your visitors to take one of the following five actions:Purchase a product or service Provide contact information Download a white paper, datasheet, or other promotional materialsJoin your newsletterC… |
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