Web Copy that Sells

The Revolutionary Formula for Creating Killer Copy Every Time

By Maria Veloso

First off, this book gets top marks for actually providing a simple, straightforward “Blueprint” for actually writing good copy. One that you can apply with your next client. This book also focuses more on copy that can get an immediate response, from a single exposure.

Writing for the web is different. It is a different medium and those surfing the web are in a different mode than those reading a magazine or newspaper. Further, while your “Buy Here” button may be close, your competitor is only one click away.

Nuggets

The Headline in the first screen that people see is crucial. Follow with a strong subheading. Be aware that people ‘skim’ on the web. Ask questions.
Selling on the web is text driven. No need for big logos.
Use bullets, bold & italics, and other highlights for emphasis.
Evoke proven emotional drivers. People buy with emotion and justify with logic.
Identify your prospect’s problem, and why it can be solved now.
Do not litter your website with ways for your reader to get distracted. Build involvement.
Remember – people buy benefits, not features.
Focus on Opt in offers and continue to sell on your “order form”. Email Marketing copy can be more important than website copy.
Include a powerful testimonial early on in the copy. Position testimonials strategically through the website.
Do not make your site look like an ad or billboard. Avoid Hype. People go online for information.
Write in an editorial style. Let your copy slide into a sales pitch. People buy from people they like and trust. Take time to build a relationship.
Capture Contact information as the first step.

Criticism – there is no mention of search engines, and the importance of getting the right keywords in the right place. When getting keywords into a heading is important, it adds another layer of challenge to the copywriting process.