How to make your website convert like crazy! Part 4

philcoleman · #1 05-18-2009, 10:54 AM

More main principles: Bullet Points.

357 Magnum? 9MM? 22?
Arf arf, very funny, but no.

I’m talking about a concise list of the biggest benefits of your products or service.

You will definitely have seen this principle if you’ve been on the web for more than 2 minutes. Actually you’ll see it in any good ad, online or off. Like the pen example I gave before.

You can also try listing the features followed by “which means . . . “ then drive home the real benefit.

For example:

Our couches:

• Are made from the most beautiful yet hard wearing fabrics. Which means you’ll never be embarrassed by tears or holes and your couch will still be comfortable and impressing your visitors in 10 years time.
• Come in a huge range of colours and designs. Which means you’ll find exactly what you’re looking for to suit your home and won’t have to compromise.
• Use a new stain repellent process in the fabric. Which means you can stop worrying about accidental spills spoiling the appearance of your living room centrepiece and spending a fortune on specialist cleaning.

Get the picture? Just expand on the main features of your product by explaining how the feature actually benefits them. Use the examples I’ve given you here as a starting point.

You can use bullet points to break up your copy too. Look at any good salespage and you’ll see what I mean.

You need “White space” on your page and this will help. . You’re creating a webpage or sales-letter, not a novel. You need to separate your paragraphs and make them as short as possible, like I've done in these posts.

But don't be afraid to write as much copy as you need to sell the product effectively. Generally, the more expensive the product, the more copy you need to persuade somone to part with their money.

That's it for now. Next time I'll go over how to develop an effective writing style.

Phil

codexehow · #2 05-20-2009, 09:47 PM

You sir, are a good Samaritan.

jackoobe987 · #3 11-01-2009, 10:40 PM

i love to read your all post so useful

Jimania · #4 07-27-2010, 09:49 PM

Sometimes a simple bullet point may need a ittle stronger touch. For categories you can use a strong visual identifier like a thumbnail image with a teaser sentence or two. Use this strategy from a top level page to offer multiple selections and a chance to "click through" to a deeper, content rich page with strong calls-to-action