Eight Ideas for Better Web Site and Email Content
1. Before you write your content, answer these questions:
- What am I selling? - Know your product or service well enough to turn features into benefits.
- To whom am I selling it? – Understand your target reader.
- Why am I selling this now? – Create a sense of urgency for the reader to take action now.
- What do I want the reader to do? – Ask the reader respond – click, subscribe, join, buy, etc.
2. Write about the benefits of doing business with you, not the features of your web site.
Your objective in writing content for your web site is to get the reader to take action. The best way to do this is to explain to your visitors on your home page exactly how your site will benefit them so that they don't have to figure it out themselves. Here are a few examples of some benefits:
- Make visitors' lives easier
- Save them money
- Save them time
- Provide additional income
- Help them feel better
3. Communicate Your Biggest Benefit with Your Headline.
The first thing that should draw the eyes of your visitors when they arrive at your web site is a headline that clearly states the biggest benefit your site has to offer. Your headline should accomplish two things.
First, it needs to grab your reader's attention. Second, your headline must compel the reader to continue reading. It should be prominently placed at the top center of you home page using a bold, large font.
In addition to your main headline, use headlines throughout your pages to break up lengthy copy, to introduce new topics, and to encourage further reading.
4. Write like a Journalist.
Start with the most important information in your first paragraph. Each ensuing paragraph should contain less important information. Write short paragraphs that don’t include words you don’t need to get your point across.
5. Choose Powerful Words and Phrases.
The words you use must persuade and motivate your visitors. You persuade your readers that you have something valuable to offer, then you motivate them to acquire it for themselves. Telling your visitors that your site is "informative" doesn't generate enthusiasm as much as saying that it "unlocks the secrets of" or "keeps you ahead of the game".
6. Describe a problem, and then tell your reader how you can solve it.
Start by presenting the problem. Then, stir-up your audience by making the problem "bigger," more significant and more urgent than they already think it is. Finally, present your solution.
There's usually a gap between a prospect's problem and its solution, so a headline that communicates the presence of such a gap, or one that widens it, helps to reinforce a sense of urgency in the mind of the reader. After the headline, visitors will want to know how they can close that gap, so they will continue to read further.
7. Give away some of your advice for free.
Offering advice, helpful tips, and useful information at your site, rather than just listing the great features you offer, is the best way to keep your audience’s attention.
8. Capture Visitor Names and Email Addresses.
Even though you spent the time, money, and energy creating, marketing, and promoting your web site, not every person is going to buy from you the first time they visit your site, so it's very important that you capture their names and e-mail addresses before they leave. In order to do this, you must give your visitors a compelling reason to share their names and e-mail addresses.
Here’s an example of the type copy you should use:
Subscribe to our FREE monthly Italian Recipe Newsletter and learn the secrets to cooking a great meal that your family and friends are sure to enjoy!
PLUS, Subscribe Today, and you'll immediately receive our exclusive report,
"Our Top 10 Italian Recipes for 2007”
Notice that you're not only letting visitors know that their subscription will be free, you're telling them exactly what your newsletter is about, how frequently they'll be receiving it, and how they're going to benefit from it.
Plus, you're giving them the added incentive of a special bonus report that contains information they're going to value (and that's going to establish your credibility!).
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