The Top Ten Ways to Attract Buyers, Not Just Visitors to your Web Site
Judy Cullins c. 2004
Have you put a lot of effort, time, and money into your site and
are frustrated with low sales?
If you are like many professionals out there, you know your subject;
you are excellent at your craft. You have a great service and maybe
a great product to sell.
You may have hired a web master who didn't have a marketing background.
You may have written home page copy about your mission and who you
are. But when sales fall, you need to look at what's missing in
your Web copywriting. You have only 10 seconds to impress your "to
Here's the top 10 ways to attract buyers, not just visitors to
your web site:
1. Preplan and know your Web site's purpose.
When visiting other Web sites, do you often wonder just what they
are about? What are they selling?
Without a clear purpose of what your web site does, your visitors
will be confused and leave. First, make a list of everything you
want to sell from the most important one to the least.
2. Write dazzling home-page copy.
If you don't give your reader a reason to buy or read further, she
will disappear fast. For each product or service, write a benefit-driven
compelling headline that leads your visitor to more information
contained in your sales letter. You may have four different headlines
on your home page because you want to sell four top products.
3. Use sparkling testimonials from the rich and famous on your home
On my site, a specific, outstanding testimonial by a fellow professional
leads my visitors to my top-selling book "How to Write your
eBook or Other Book Fast sales letter. Make the whole testimonial
4. Sprinkle testimonials throughout your web site.
Use at least five in each Web sales letter, on your coaching pages,
free articles pages, and your teleclass pages. Most web sites miss
the boat with just one link that says "testimonials."
5. Use a power benefit driven headline with specific benefits.
From your coach's web site this headline links to the sales letter
for two books, "10 Non-Techie Ways to Market your Book Online,"
and "How to Drastically Increase your Targeted Web Traffic Fast!
says "Discover How in Only 4 Months you can Quadruple your
Monthly Book or Business Income and Reach 10,000 to 100,000 Internet
Users Who Want your Information--GUARANTEED-To Move you to the Top
Profits You've Been Dreaming About."
6. Make your layout clear, clean, and consistent.
You need to organize each page in the same layoutsuch as left
centered, right centered, or centered. If you mix designs, your
would be client or buyer will think you unprofessional. Go to other
Web sites and choose a design that resonates with you. Keep every
page in the same format.
7. Use color, font changes, and small graphics to spice up your
When visiting a popular site I couldn't even read it and get the
email address because it was so dark. Use red and dark colors sparingly.
Use a lot of white space between short paragraphs. Use graphics
occasionally, but make sure they are small enough to load within
ten seconds. Visitors are impatient and want information fast. Without
easy-to-read and clear navigation, your visitors will leave.
8. Check your site often to see if you have any glitches.
Visit your site every week with a visitor mind set. What's clear?
What's compelling? What turns you off? What do you like? Would you
buy from you?
9. Put your content rich information beneath the headlines in short
When a visitor sees a long line of print, he gets discouraged because
he wants his information fast, clear, and concise. Make each paragraph
only 4-6 lines. Online readers want easy-to- read material they
can get the main points from by skimming, and they want it faster
than light rays.
10. Be consistent with your headings and body fonts.
Do not use all capital letters in your articles or headings. Make
them upper/lower case such as *Sell More Books with a Powerful Back
Cover.* Web copy is different from book copy. On the Web, make your
headings in Times Roman or other with serif (tails) font. For the
copy use Ariel 12 font without serifs because it's larger, and easier
to read. This style is just the opposite of how you use fonts in
When your web site thoughtfully helps your audience with a lot
of fre.e information and shows them how to make a decision to buy,
you can quadruple or more your web sales in just five months.
For more information about business entrepreneurship and web marketing click here.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com