| You have good traffic, but low client sign ups and | | | | interview or you solving a client's problem, to post in |
| other sales. Web sites are only as good as their copy. | | | | your "free articles" link. |
| If your Web sales are down, check your copywriting. | | | | |
| | | | Put a new one up every 2-3 weeks. Put "NEW!" |
| Next time you think Web site--either putting up a new | | | | beside each new article to draw attention to it. |
| one, or wanting to improve yours for more contacts | | | | |
| and sales--use this checklist: | | | | 7. Categorize the types of articles you post on your |
| | | | site. |
| 1. Replace long paragraphs of copy with short | | | | |
| benefit-driven headlines. | | | | Think about "under 500 words," "how-to tips," or "top |
| | | | ten lists." Help your visitors get to the articles they |
| Incorporate sound bites or questions your visitor will | | | | want and need. Offer your articles by autoresponders |
| feel compelled to respond to such as "Follow up or | | | | too. |
| Foul Up?" | | | | |
| | | | 8. Present your copy to inform, convince, and compel |
| 2. Make your copy beneath the headlines short and | | | | your visitor to click and buy. |
| snappy. | | | | |
| | | | For your coaching services, place links such as "Why |
| Your potential clients come for easy-to-read material. | | | | Choose your name?" or "On Book Coaching." or |
| Like you, they are in a hurry, and want free information | | | | "Coaching Packages." Include proper headlines on your |
| fast. | | | | home page. |
| | | | |
| 3. Put yourself in your targeted visitors' shoes. | | | | 9. Keep your language simple. |
| | | | |
| Think, "why are they at my site?" They want two | | | | Even if your audience is a rocket scientist, keep your |
| things: 1) free content such as articles or tips about | | | | copy at 10th grade level or lower. Online visitors want |
| your service or product and 2) how you can solve | | | | short sentences, short paragraphs no more than 4-5 |
| their problem or challenge--the top benefits you offer. | | | | lines. When visitors see a long paragraph, it may look |
| | | | too hard to read and digest. They just click away. |
| 4. Give your web visitors a lot of free information. | | | | Remember they want their information easy and fast. |
| | | | |
| That's why they come to your site. After visiting you | | | | 10. Write a list of 5-10 benefits of your service. |
| 5-10 times, they are more likely to buy from you. Place | | | | |
| a command like "Please book mark this site. We put | | | | Transfer this into your coaching sales piece on your |
| up new information each two weeks." Add a new link | | | | Web site. You'll need to include coaching outcomes, |
| called "free articles." | | | | their needs, the value they receive, and the main area |
| | | | of focuses you can give them. |
| 5. Aim your copy at your targeted market. | | | | |
| | | | Stop long descriptions of you and your mission. Focus |
| The biggest mistake we make is not defining our | | | | more on your Web visitor who came to learn about |
| target audience before we write Web copy. When | | | | how she can benefit from your service. Make your |
| we use shotgun promotion aimed at many groups, we | | | | reader say, "This is amazing. I want this!"Judy Cullins, |
| don't get well known as the savvy expert in our field, | | | | 20-year book and Internet Marketing Coach, Author of |
| and lose visitor's attention and loyalty. | | | | 10 eBooks including "Write your eBook Fast," and "How |
| | | | to Market your Business on the Internet," she offers |
| Choose one audience first and aim your copy at them. | | | | free help through her 2 monthly ezines, The Book |
| You can later add special links for other audiences. | | | | Coach Says...and Business Tip of the Month at and |
| | | | over 140 free articles. |
| 6. Give your visitors a variety of articles, such as an | | | | |