1.
Research keywords and phrases.
These are important words or phrases that describe your products
or service. Search engines use these words to match Web surfers
with sites containing the information they seek. (See Industry Online, November 2003.) Brainstorm specific
keywords or phrases related to your site and industry. Check out
competitors’ sites for ideas, and ask employees and customers
for suggestions. Then integrate the words and phrases into your
Web-site copy. Avoid haphazardly adding keywords and phrases
within the text, however, because you’ll reduce your copy’s
clarity.
2.
Create effective headlines.
Once visitors reach your site, you don’t want to lose them.
Create clear, concise headlines targeting your customers’ needs
to capture their attention and compel them to read more. Use
colors, and font styles and
sizes that are eye-catching and easy to read.
3. Keep it simple.
Internet users are in a hurry and want quick, efficient
information. Your site’s copy should contain simple language,
easy-to-grasp concepts and short, concise sentences that can be
scanned quickly. As a rule of thumb, keep your copy between 250
and 500 words. Proofread your text to ensure everything flows
smoothly, is clear and accurate, and has no grammatical errors.
4. Make your
customers’ decision-making process easy.
Lay the groundwork for a sale by writing content that focuses on
satisfying your customers’ needs. Help them identify problems
they want solved, and explain how your products or service
offers solutions. Also include information about your company,
such as experience, reliability, skill, speed and honesty. All
of these are paramount in potential customers’ minds. Your site
must answer your customers’ questions and give them peace of
mind before they’ll make a purchase.
5. Ask
visitors for their business.
Have a specific call to action on your site, and list the steps
you want visitors to take. That way, they’ll know exactly what
they have to do and how to do it. Encourage them to take
immediate action by offering special deals, bonuses or discounts
if they order within a certain time period. Some users will want
more information, so be sure they can easily access links to
additional pages on your site and to contact information. Make
it simple for prospects to contact you. Include your company
name, physical and mailing addresses, e-mail address, local and
toll-free telephone numbers, and ordering information on every
page.
6. Keep
your site current.
Change your site’s design and copy as needed to help customers
navigate your site. Find ways to enhance the sound, readability,
look and efficiency. Update and add new content regularly to
stimulate search engines and encourage return visits. Visitors
are unlikely to make a purchase based on their first visit to
your site. They’ll check out other sites, and make comparisons.
Make your copy your No. 1 salesperson, and watch prospects turn
into customers.
