Transform your Home Page to Pull Sales with Passion Copywriting
Judy Cullins c. 2002
If you are like many professionals, you know your subject, you
are an expert in your field such as speaking or coaching. You are
even passionate about it! What you may not know is how to tell people
about your services and products to get them to buy.
Your home page needs passion. You have only 10 seconds or so to
impress your visitor. Make sure you don't have long paragraphs of
bio or description of your mission, service, or book. Visitors,
who really are potential clients or customers, want to know what's
in it for them.Make every word count.
Place the most important messages in the top half of your Web home
"How to Transform your Home Page to Pull Sales With Passion
1. Prepare a list of benefits for each product or service. Some
of the top benefits are making money, saving money, creating loving
relationships, saving time, disappointment--anything that solves
the person's particular problem. Be sure to run the list by friends
and associates. Ask them to vote on which words or phrases compel
them to buy. Ask them to add words or phrases that would convince
2. Prepare a list of features. These are the parts of your book
such as charts, tips and how-to's. These are the ways you can help
your clients such as phone coaching or teleclasses.
Choose the best five benefits and features. Combine them. For example:
"Seven Ways/Steps to Quadruple your Online Sales Within Four
Months." The ways or steps are the feature, the specific benefit
is "quadruple sales within four months."
2.. Include a benefit-driven headline for each product or service.
Remember, your visitors are thinking, "So, what? Why should
I buy this?" They are easily distracted, so you need to grab
them by the collar with your headline. Your dazzling headline can
include a specific benefit, can ask a question, or make an outrageous
claim you can prove. Remember to speak to your audience's problem
or challenge and give them a reason to buy.
Sample headlines: "Imagine yourself a published author is
just one month!" or "Enjoy leap out of bed energy"
or "Make decisions with confidence and ease."
If you have a product you want to sell, place that headline at
the very top--even above your opening question or statement.
You can even use a testimonial as your headline. The whole phrase
can be the link to your product.
Include another headline for your service. If it's coaching or
consulting try something like this, "Let the book coach make
your book dream a reality," or "Pull ongoing, lifetime
profits by marketing your products with Online Promotion."
If you want to boost subscribers to your ezine, first give it a
catchy name. Then put a short testimonial from an expert in the
field near the place to subscribe. Another proven technique is to
include an offer of a Free report with each subscription. Potential
customers come to your site for Free information, not to buy your
product. Be patient with this process because after they know and
trust you, they will be likely to buy.
Be sure to add a notice: "Please bookmark this site, we upload
new material every two weeks." Or, "If you like this Web
site, send this page to a friend or associate."
3. Include a short piece about yourself--maybe three or four lines.
4. Include 3-5 questions you think your potential buyer has and
that you have the answers for. Offer a link to your service page.
Wondering what these benefit statements (links) connect to? Your
award-winning, "what's in it for me" sales letter of course,
but that's another article.
Think passion and benefits when you revise your Web home page.
Make sure it's fast loading and easy to read. Get feedback from
others to make sure your home page gives what your potential customers
For more information about web sites, the Internet, and copywriting 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