Browsing Posts tagged Copy Writing

This test was the result of a BIG copywriting conflict between
the site’s founders.  One was certain different homepage copy
would increase ecommerce sales.  His co-founders thought he was
completely and utterly wrong.  So, they ran this test….

Does your website have a GREAT call-to-action?

A call-to-action is the primary reason those of us in business have websites. Sure we want to inform people about our products or services but ultimately we want people to buy what we are offering. Of course the sale doesn’t always occur on the website, often the purpose of a website is to “generate leads”, but still the visitor must fill out a form or call you, both are call-to-action.

Every type of website you can think of has, or should have, a call-to-action.

Calls-to-action , when done well, provides focus and direction to your visitors. It makes it very clear to them just what you would ultimately like them to do.  Examples of a call-to-action include:

  • Make a donation
  • Request an appointment
  • Purchase a product
  • Complete an information form
  • Register for an event or program
  • Subscribe to a newsletter or Blog
  • Call the office
  • Request a quote

Creating a GREAT call-to-action

While every website and business is different there are some general guidelines you can follow when making your call-to-action Remember you should continually test whether your calls-to-action can be improved. Google has some excellent free tools available that will help. Their analytics tool will tell you what people are looking at on your website, while their website optimizer can help you test different combinations of calls-to-action in order to see which works best.

Writing your call-to-action

Words matter. Some words encourage, motivate and even compel people to take action while others don’t. With that in mind, here are some tips for writing effective calls-to-action:

  • Building Desire – Before someone will follow one of your calls-to-action, they first must have a desire for what it is you are offering. By explaining the BENEFITS they will experience by taking that action you are asking them to take you will help give them the motivation to actually do so.
  • Use action-oriented words – Words like “click here” are action words they suggest taking and action and while “click here” is a start you may find the that other approaches will work even better. For example- “Enjoy what you see? Click here to subscribe to our blog for free updates!” is ok while “Enjoy what you see? Subscribe to our blog for free updates!”  Notice the difference? The second one has the desired action contained within the link text.
  • Every page should have a call-to-action– You should include at least one call-to-action within the content on every page of your website – no page should be a dead-end. Ending your content with a call-to-action tells visitors what the next step is and keeps them moving through your website.
  • Avoid confusion –Too many calls-to-action on can be confusing for your visitors. Limit yourself to only a few, and keep them distinct so visitors know what the primary call-to-action is, as well as what you want them to do first.
  • Simple and clear – More people fill out clear short form than long tedious forms. Only ask for absolutely essential information on the initial form. You can always request more info in a follow-up email.

Designing your call-to-action

There has been a tremendous amount of research done on calls-to-action. Here’s some of the Best Practices :

  • Above the fold and in the Eye Path – Your call-to-action must be seen. This means keep it high on the page and prominent enough to not get lost in the surrounding content.
  • Images will draw the eye – Images or icons get people’s attention, they get noticed by your eyes before written content does. Buttons do the same thing and are great to use because they stand out against text and imply action by their very nature.
  • Stand out –There is no “best color” for buttons. The basic rule to use a button color that stands out from the rest of the site.
  • White space – White space around your call-to-action will help it stand out and the eyes of your visitors will naturally be drawn to it. If your call-to-action is squeezed into the surrounding content it will be less effective.
  • Bigger is often better – Those who test and study website conversion analytics often find that increasing the size of a button will increase its effectiveness.Here’s an example of different button colors and content form my presentation on Website Conversion Improvement

Creating effective calls-to-action can have HUGE impact on the effectiveness of your website and the profitability of your business so I hope you found this information helpful and that you will use it to objectively examine your website and its current calls-to-action. Of course I’m always available if you have any questions or if you would like an objective outside opinion.

Have you had any particular success working with calls-to-action on your website or on a website you’ve done for a client? Leave a comment below to share your thoughts and experiences!

Can you guess which PPC landing page convinced 38% more button clickers to complete a 5-page process & purchase business insurance?

I’m always amazed by how little, often counter-intuitive, changes in website design and layout can have a dramatic affect on the conversion ratio of a landing page, or any webpage for that matter. The conversion ratio is determined by taking the number of people who took an action, like filling out a form, and dividing it by the total number of people who visit the webpage.

This is a great example. See if you can guess which page was the winner

http://whichtestwon.com/archives/12486.

Over the past 4 or 5 years I have been doing a lot of introspection. One of the things I have realized about myself, and you may see this in you too, is that I have not done a very good job of maintaining or nurturing personal relationships, aside from my close family.

On the other hand, I have done a pretty remarkable job of maintaining business relationships. For example just last week I presented a webinar for the International Housewares Association, the webinar and their invitation for me to join their “Experts University” was the result of a relationship that has evolved from a speaking gig I did for them almost 7 years ago.

The International Housewares Association remembered me, and had a high professional opinion of me, in large part because I had added them to my e-mail list all those years ago. They have been consistently informed about me and the success of my success, etc. I have deliberately, diligently  and consistently communicated with them with the intention of maintaining “top of mind” awareness and building my reputation for being a knowledgeable, up-to-date and  a plain spoken Internet marketing expert.

Why has this business relationship blossomed into an amazing opportunity over the years and many interesting personal relationships have simply slipped away?

The obvious and quick answer is that I must value business relationships more than personal relationships, yet I know in my heart that is absolutely not true. I place a very high value on personal relationships and I’m saddened as I think of many I have let just dwindle away.

The reason for the nurturing of one and the loss of the other is simply SYSTEMS.  I put systems in place many years ago to stay in communication with “business contacts”. Simple systems, primarily communicating via e-mail, that were scheduled and easy to do.

I have no such systems for my “real” friends, I just call them every once in a while when I happen to think of them or when their name pops up on my calendar reminding me that their birthday has rolled around again.

My point is two-fold: Developing systems, e-mail, blog posts, social media, etc., to build and nurture relationships works incredibly well for business. Not having systems in place to maintain and deepen non-business relationships is regrettable.

Members can find additional resources to build business relationships at- http://imgmembers.com/e-mail-marketing/your-e-mail-strategy/

Every few days I get an e-mail or text from someone all excited about the latest “sexy” SEO tactic.

Just this morning I received an email from a new client all excited about a new SEO tactic they had heard about from an online friend. I could tell from the tone of the e-mail that my client was excited and eager to implement this new tactic.

Here’s the deal, the tactic she was so excited about was way, way, down the list of “most important things to do to improve your Google rankings”. I’m mean WAY down the list. The reason my client was excited is because it was easy and “new”.

Easy is good… I LOVE easy and new can be good, I usually like to let some time pass before I get too excited about new.

When it comes to SEO you MUST put first things first. And first you MUST lay the proper SEO foundation.
You MUST identify a long list of your best keywords, or keyword phrases.
You MUST have optimized content written for each keyword or keyword theme.
You MUST have the page tagging optimized.
You MUST have the site navigation and internal link text optimized.

And then, and only then, should you start looking for “sexy” ways to SEO your site or pages.

I know this post sounds a bit like a rant, and I guess it is, but I’m ranting about this because it’s SO important and because of how often I get people wanting to do all of the new, sexy, stuff before they create a solid foundation to build the SEO efforts on.

If you would like help with SEO or any of your Internet marketing give us a call. 541-482-4840 begin_of_the_skype_highlighting 541-482-4840 end_of_the_skype_highlighting.Very honest help at a very fair price.

Use the Words Free & Easy
Bob Bly, Ted Nicholas, Jay Abraham, my dad and I all agree on one thing. The words FREE & EASY do two things, they get attention and they cause readers to take action.My friend and client Bob Bly says-  “Free is the most powerful word in the copywriter’s vocabulary. Everybody wants to get something for free.”

Use Sub-Headlines
If you have a page with more than 300 or 400 words (which you should have for SEO reasons) then you MUST usesub-heads, period.

Quotes
They work. Look at these:
“Your session “Marketing on the Internet,” was wonderful! You were rated 4.7 out of 5.”
Randy Beck
Director of Professional Development
National Association of Music Merchants

“Our traffic has increased 250% and the quality of the traffic keeps improving every month.”
Robert R. Roscoe
That’s Great News, LLC

For a FREE Internet Marketing Review or Help with Content call 541-482-4840

I have long fancied myself a rather decent copywriter. I have studied extensively with Jay Abraham, Ted Nicholas, Gary Halbert, Gary North, Bob Bly and many others and I have written copy for myself and clients that has been VERY effective.

In fact during the first 5 or 6 years I was conducting Internet marketing seminars I always dedicated time to creating compelling content. Over the years copywriting just slipped from my programs as SEO, e-mail marketing, social marketing, etc. started getting more time. But copywriting, creating COMPELLING content for your website, has never diminished in importance. In fact it has become MORE important. As competition continues to increase the ability to engage and persuade becomes ever more important.
Here Are 3 Tips That Will Help You Gain a Competitive Advantage

1. Headlines
Headlines work. The fact is a headline can dramatically affect the “time on page” of your web pages. Remember the purpose of the headline is to whet the appetite so your readers goes on to read to body content. http://www.copyblogger.com/ is a great resource.

2. Numbers
Numbers get attention.

  • 21 Tactics to Boost Conversions
  • 7 SEO Predictions for 2011
  • 12 Simple Steps to Getting the Most From Google Analytics
  • 17 Ways to Build Your “Likes” & “Followers”

In a headline or a list, numbers catch our eye and when used well make us want to click.

3. Lists
Above I used a list to show numbers used in headlines or sub-heads. Lists add variety to the page, they draw the eye. Remember most website visitors SCAN your page, they don’t read it. List are quick and easy to scan and a great way to present important information.

For a FREE Internet Marketing Review or Help with Content call 541-482-4840

 

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