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Increasing Conversions Through Action-Oriented Copywriting
I do site reviews. Needless to say, I see a lot of Web copy. One thing that always befuddles me is the lack of focus many site pages have. It's as if the writer assumes the site visitor will read the copy and automatically know what to do next. The fact is you have to know what action you want visitors to take before you get them to take that action. That means knowing what the preferred action you want visitors to take is, before you write the copy. Think About It Before you pen one word (for the Web or any other marketing medium), stop and think. "After reading this copy, what - specifically - do I want my site visitors to do?" Maybe you want them to click deeper into the site. Perhaps you want them to buy right then and there. It could be that you'd like them to call to discuss your product or service. Make a donation. Subscribe. Download. There are thousands of possible actions. Give some consideration to the question above and choose the action you most want your visitors to take. Signposts Point the Way The next step is to include signposts along the way so your visitors understand what they're supposed to do once they've read your copy. Leaving verbal clues helps prepare your visitors to take action once the time comes. For instance, if you run a software site that offers a free trial download, you can prepare your visitors to get the trial version all throughout your copy by mentioning "free download" or "free trial." Your copy might read: Email Lock software allows you to send emails and attachments securely through encrypted channels. With the free download, you'll discover just how easy it is to protect your messages and attachments from spying eyes. It's ultra-easy to use. You'll send emails just as you always have, and your recipients won't know anything has changed, either. The free trial version is fully functional and allows you to experience all the flexibility and simplicity of sending safe and encrypted emails and attachments. What's happening as your site visitors read? They see phrases like, "With the free download, you'll discover?" OK, where's the download button? Then they read, "The free trial version is fully functional?" Wonderful! I want it! How do I download the free trial? They begin looking for ways to take the action you want them to take. So tell them how! Ready? And? Action! Your job is just like a movie director's job. The director has to motivate and encourage his actors. He tells them why their characters are so important to the film. The director helps the actors understand the emotions involved with the parts they are playing. Then, once he has them all primed, he calls for action. That's what you should do in your copy. Guide your visitors. Lead and nudge them in the right direction. Show them signposts that point to the action you want them to take. Then call for them to take that action. Once you give your copy focus, once you define a goal for the copy and an action for your visitors, you'll find it easier to write copy that converts. © 2005 Karon Thackston is a veteran copywriting pro who specializes in SEO copy. If your copy isn't getting results, let Karon teach you how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest ebook "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword
MORE RESOURCES: Best web design software of 2024 TechRadar Top Web Design Firms Announced by SEMFirms for May 2024 24-7 Press Release Renowned Designer and Entrepreneur Thom Fajemisin, the Creative Force Behind the Redesign of the Ducati Logo ... News Channel Nebraska Website Design Competition - MCWT Michigan Council of Women in Technology Graphic design trends | Web Design and Content Marketing Crescent Vale Why (and How) I Learned Web Development as a Data Scientist Towards Data Science MDS launches new web design services Boating Industry New Insurance Lead Generation Company Increases Online Visibility for Niche Insurance Agencies and Carriers Kentucky Today Moving Your Website into the Web Design System (WDS) Washington State University 33 Best Web Design Companies 2024 Built In 18 beautiful parallax scrolling websites Creative Bloq 9 Chicago Web Design and Development Agencies To Know Built In Chicago Napa's Internet Marketer: Interactive websites: How you can raise the bar on design Napa Valley Register 30 Best Web Design Agencies To Partner With in 2024 Influencer Marketing Hub Top Web Design Trends 2024 Designmodo Why isn't Adobe doing web design better? Creative Bloq How to design a website: A beginner's guide CNN Underscored 6 ways AI is changing web design Creative Bloq TSTC Marshall spotlights online web design and development program Marshall News Messenger Are you up to build the next best website? Get started with one of these 5 web design courses Fortune Website Design | Alton | Edwardsville | St Louis RiverBender.com 8 Things I know about ... Web design trends for 2024 Worcester Business Journal Jeremy McGilvrey, A Houston Web Design Agency, Inks Long-Term Lease In Prestigious Williams Tower Office Space Yahoo Finance Sweb CEO puts AI to work for small business web design San Antonio Report 5 seriously useful AI web design tools Creative Bloq Valve and Picnik vets Hatch new idea β a no-code web design platform for 'tech curious creators' GeekWire Design Studies (Minor) | College of Liberal Arts UNH's College of Liberal Arts 25 Awesome About Us Page Examples For Web Design Inspiration Search Engine Journal Valpo Web Design & Marketing helps businesses through intentional design and forward thinking Valpo.Life The best free blog websites Creative Bloq Information technology students delve into web design with capstone project University of Missouri College of Engineering Valpo Web Design & Marketing | Partners Valpo.Life Web Design Statistics 2024 and Facts Enterprise Apps Today Valpo Web Design supports NWI No Child Hungry in fight against food insecurity with new website Valpo.Life How to Design an ADA-Compliant Website | CO- by US Chamber of Commerce COβ by the U.S. Chamber of Commerce Michelle Belleville Science@NASA The 39 best free web fonts Creative Bloq 18 Free Web Design Tools, Winter 2024 Practical Ecommerce Locofy.ai's accelerates web design-to-code with AI as it pioneers Large Design Models Markets Insider Top 12 Web Design Agencies in the US for 2024 Influencer Marketing Hub 25 Best eCommerce Website Design Examples for 2024 Influencer Marketing Hub How web design trends have evolved Creative Bloq Best web development tool of 2024 TechRadar 6 great tools for testing responsive design for websites Creative Bloq 17 Free Web Design Tools, Fall 2023 Practical Ecommerce The 15 best iPad apps for designers Creative Bloq Mizzou alumna uses web design expertise to give back to engineering, community University of Missouri College of Engineering 38 Web Development Stats You Should Know in 2024 Influencer Marketing Hub |
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