WRITING CONTENT THAT SELLS!

On the Internet, CONTENT is King. People come to the Net to get information. They expect LOTS of free information that is easy to find, easy to understand, and shows them sensible ways to solve problems and improve their lives. Above all else, your web site must offer clear, motivating, helpful content.

You can use a bucket load of promotional tricks, spend gobs in advertising, get the very best designers to make your site an eye-popper---but your wheels will spin if your content isn't clear and helpful. Make sure visitors know what your site is about from the very first glimpse.

The top of your opening page should give a clear, concise explanation of what your main products and services are and, most importantly, what benefits you offer to customers. For example, if your site sells tires, your opening page should include your name, a headline phrase like "A full selection of name brand tires at lower prices than your local stores." A few fast-loading photos of tires will help readers to instantly grasp what your site is about and what they will get out of doing business with you.

Headlines. Always include a headline at the top of your page and subheadings interspersed every few paragraphs down your page.

Your opening headline summarizes your main message in four to eight words. Begin with an action word. Don't worry about writing a complete sentence like your English teacher in high school told you. Web sites are advertising and the language of advertising is very informal. Don't be afraid to write like you talk. Another headline for our tire store site could be "BUY Tires that keep you and your family SAFE!"

Copy. Web copy should be easy to read quickly. Reading on a computer monitor is not the most natural thing for most people. I simply won't read a long page of dense copy on a computer monitor. Most of your customers are the same. They want short, easy-to-digest sentences. Most business people appreciate copy that is written easy enough for a sixth grader to understand it. Even though your customers are smart people, they are in a hurry. Simplicity helps them understand and appreciate your web site quickly and conveniently.

Use short words and short sentences. Keep paragraphs down to 3 to 5 sentences. Page design. Your page should use one font style for its print. There can be exceptions, but a uniform look will make your page look neater and more professional. Don't overload pages with copy. On the other hand, make sure you have enough copy on a page to make the reader feel like it was worth their while to click to it.

Waiting for a page to load only to find it contains a single paragraph leaves the reader feeling a bit cheated.

Things you can do NOW:

Write down a few short sentences that describe what your business does to make a customer's life easier, more profitable, or more exciting. Let these short sentences be your opening headline and subheadings. Don't worry about getting professional copy writer results. The key is just to start writing, then make changes to improve your copy. It's a good idea to get someone else's opinion of your copy.

If you don't feel comfortable writing, find a professional copy writer online or in your community to write it for you. I've had luck getting college journalism students and high school English teachers to help edit copy, often for $20 or so. If you have enjoyed this straight forward advice consider our complete e-business package below:

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