Web Copywriting basics - Learn The basics to writing effective internet seo web ad copy that sells

Think of all the web sites you’ve visited for whatever reason, only to leave immediately, because you were confused, bored or because there simply was not a clear message and a call to action. Other sites of little interest are warm and friendly but, again, leave you exiting in bewilderment, asking yourself why the site was truly existed. Most web sites are designed with the idea of selling a product or service. Few, however, explain what the product or service is, how it will benefit the customer, while offering a call to action that makes people want to buy. These are the three simple features of good Internet copy writing – the kind of writing that helps people make sales.

Before looking at the three aforementioned features of good Internet copy, let’s consider what the copy for a web site should look like. Good Internet copy writing should read like a personal letter. It should be warm and friendly, without losing the message in its geniality. One key to a friendly letter is the use of the word, “you.” Remember, you may want millions of people to see your Internet copy, but you want each person to feel like the letter is written to her. Start sentences with, “You will save. . .,” or “Your vision will improve by. . .,” or “Without this amazing information, you might lose thousands of dollars next month.” You see, it’s not just anyone losing or not saving or not improving; it’s YOU. The letter is not only personal; it is sending a succinct, solid message.

Explain the product or service: A Google search of the phrase, mortgage broker, brings up over ten million web sites. Very few contain friendly, to-the-point sales letters. And while they attempt to provide an explanation of products and services, most miss the mark. For an industry as competitive as mortgage finance, having a web site that has excellent Internet copy is crucial. To avoid the mistake that these sites make, be sure you begin your copy by clearly stating the most important element of your product or service. For a mortgage broker looking for new clients, the Internet copy should begin with something like, “We offer the service and rates and loan programs you need.” Notice the friendly, personal You, along with a clear, concise declaration of what is most important about the company. From there, don’t waste time on every minute detail. Stick with the most important things. Again, using the mortgage company as an example, the sales letter might then highlight two or three of its best programs and something about its service that separates it from all the others. Concise, friendly and direct is the rule for the explanation of product or service.

Benefit: The best Internet copy is so definitive on the benefit for the customer that the reader gets excited about it. How-to books and the web sites that promote them are all over the Internet. The competition is stiff. The best how-to book sales letters usually begin with the benefit that the information offers the buyer. There is two distinct ways to approach this. One is to use a scare tactic. That is, the copy tells the reader what horrible position they’ll be in without the information. Another tactic is to use a positive tactic. With this approach, the copy emphasizes what wonderful thing will happen to the reader, once she purchases this information. Always remember to include the word, You in the copy: “You may be losing tens of thousands of dollars a year, if you have the wrong home loan.” Or, “You will make up to one thousand dollars a month, while you sleep, with this amazing Internet program.”

Call to action: The call to action is the most important part of Internet copy that falls into the category of a sales letter. It is also where most web sites fail. Most unsuccessful salesmen lack the talent to make a call to action – to simply ask their customers to buy their products. Good Internet copy must have a call to action. The best sales web sites have this call to action in several places, not just the end. It can be written in several ways. Some calls to action include a deadline on a special price, while others offer free bonuses for purchasing the product or service. For example, a well-written mortgage sales letter might say, “When you apply for a loan today, we’ll cut $500 off of our origination fee. So, don’t delay; this offer ends at midnight.” The information web site’s call to action might be written this way: “Get your copy of How to Make Millions from Home now, and you’ll also receive five special reports, valued at over $275.00. Hurry, this amazing giveaway ends today.” Notice that both of these calls to action implore the reader to act Today.

Be sure that your Internet copy is keyword rich. This is an integral part of getting your web site a high ranking with search engines. So, even if your sales letter does not read like it was written by William Shakespeare, it will be effective, as long as it has all of the previously-mentioned features. It may sound repetitive at times, but readers will get past the repetition, as long as the message is clear. Just avoid too much repetition of your keywords, as the search engines frown on what they believe to be nothing more than overloading. This will actually hurt your ranking.

These are the 4 most important tips we have when it comes to writing internet copy that sells. We hope you can use these tips to better prepare for your new e venture, or to spruce up your existing web site.

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