Writing For The Web

In spite of many internet marketing gurus attempting to teach otherwise, the rules of copywriting for websites are exactly the same as the rules for writing anything else.

Offline or online, writing to sell a product or service must adhere to the same three key principles:

1. Be clear, simple and concise
2. Write in terms of benefits, rather than features
3. Make some kind of offer or give some kind of promise

Interestingly, the average website does not adhere to ANY of these three requirements.

Headline

Promotional material must contain a headline, stating exactlywhatyou are selling AND a very good reason for buying it.

Body Copy

Body copy should reinforce the benefit of owning the product by stating clearly what will be missed if the potential customer doesn't buy. Include:

• Product features in terms of benefits of owning the product
• Price - it's amazing how many services DON'T include this to the frustration of potential buyers
• Testimonials or Case Studies

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