Sell Online - Professional Website Copy Writing Makes the Online Sale

Website Copy Writing - The Path to Sales

You are busy. Your customers are busy. Your chances of selling online depend on your site’s response to these facts. You’ll successfully sell online if you offer:

• Convenience.
• The right information, in the right place, at the right time.
• Fast, appropriate response to your customers’ needs.
• A clear call to action

An experienced, professional website copy writer understands how you should respond. Keep in mind that selling online is different from any other type of selling. Online customers:

• Scan your web pages instead of reading them.
• Only scroll down after they become truly engaged in the information.
• Respond to clear, simple navigation as much as to the actual words on the page.

Website Copy Writing that Works

Let’s look at an example. Say Bill, an electrical contractor, is looking for specialized wire to complete an industrial job. He goes online and searches for "high temperature copper wire." He clicks on several sites in the search results until he finds one that lists several types of high-temp wire with his product in the second position, not even requiring him to scroll down. When he clicks the product, he finds technical specifications, prices, delivery cost, product availability and a button that says "Order Now." He has found his product with two clicks and ordered with one more!

This online sale was painless for both the buyer and seller because the pages that showed up were crafted skillfully:

• The web site appeared near the top of the search results.
• On the customer’s first click, he saw exactly what he was looking for.
• On the second click, he found details.
• On the third click, he ordered.
• Do you see how this is key to building a great website?

None of this happened by chance. All of it came about because a talented website copy writer was involved. This copy writer developed pages that responded to the customers needs and a path to the purchase that is quick, simple and just plain makes sense.

Website Copy Writing that Doesn’t Work

Let’s look at an example that’s very close to home for me. To support my love of travel, I have joined many airline email subscription services. This provides weekly emails of hot, sometimes exclusive airfare deals. Perfect!

One of the airlines, which I probably shouldn’t name (United), provides great promotional information and fares. The website copy writing is very good.

The first time they offered a fare that I was interested in buying, I clicked on the "Click Here" button. This took me to a login page, which I was not registered to use. No problem – I’ll do a little work for a great fare. The registration process was fairly extensive, taking about 10 minutes. When I completed the registration, I was informed that the site was not taking registrations now!

Okay, so I’m stubborn. I went back when I received the next email. This time upon completion of registration (another 10 minutes), it looked like I was registered! Success! However, I have never been able to use it. I receive all sorts of errors when trying to log in. Needless to say, I don’t fly on United. Just too much trouble. I wonder if anybody at United is testing this site? I wonder if others can log in? Maybe someone will send this to them.

Your Part

A professional web site copy writer will ask you for any sales-oriented materials you have. This includes catalogs, leave-behind materials and sales sheets, advertising copy and so forth. The copy writer also will want information on your company, your business philosophy, your mission statement and your customer service policies.

The writer will do the rest!

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