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Let’s face it, showing up as Google’s top search result for a particular query and generating 10,000 clickthroughs to your site means nothing if those visitors don’t do anything after the initial click (register for your newsletter, contact you, request more information or purchase outright). What most people don’t realize is that your copy, those little words on the screen, are the most powerful tools you have to inspire your site visitors to take that oh so valuable final action. I am sorry to inform you it’s not your slick graphics, swirling flash animation or pop-up boxes that will convince your prospects to act. Your success online begins and ends with the quality of your copy.

In her book, Website Copy that Sells: The Revolutionary Formula for Creating Killer Copy Every Time

veteran web copywriter Maria Veloso delivers on her promise to teach you the recipe for writing web copy that is sure to increase website visitor conversion.  The book rests on a single basic premise that good website writing mirrors that of direct response copy, the success formula being:

1. Immediately address your visitors WANTS with a strong introductory headline
2. Present the possibilities: what life would be like if buyers received your stated benefits
3. Introduce your solution
4. Entice with your offer
5. Reduce anxiety with testimonials
6. Close with a direct compelling request to take action

Additional meat is added to these bones with step-by-step instructional guides and excellent examples from Veloso’s copywriting experience.  The book is a must read for anyone looking for results online. I give it 4.5 out of 5 stars.

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Tags: copywriting, SEO, website conversion

This entry was posted on Tuesday, May 19th, 2009 at 9:10 pm and is filed under Book Reviews, Strategy, website conversion. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.