How Good Copy Sells More Online Pt. 2

More Tips to Knock Your Sales Copy Out of The Park

Not only must good copy be engaging, it needs to promote your product / service to your target market. Web copy is geared towards marketing, so it is important to understand the key elements when attempting web-specific copy.

Writing Copy That Sells

There are a few basic points that need to be understood when preparing content, articles and ad copy for any website. Here we will discuss the last three:

Using Clever Anchor Text Can Increase Click-Through Rates

Anchor text is the text used to connect a URL link to web copy (using HTML). The words are significant when they direct to your site and should be relevant because they point to you. The idea is not to rank for ‘click here’ it is to rank for your keywords.

For example: at the bottom of this article is a link to the previous article. The anchor text is the title of the article because there are keywords in the title. Were I to change it to read ‘click here to see the previous article’, I’d have created a wasted link because neither ‘click’ nor ‘here’ are relevant keywords for my site.

When choosing anchor text, be sure to remember to:

Good Internal Linking Structure Increases Usability

From a basic usability standpoint, it is important to have a sensible internal linking structure on your site. Beyond handy menus and highly visible buttons, there should be links anchored within the copy too. Giving readers options at the end of every page and citing previous posts for reference makes navigation easier and increases usability.

Good internal linking will help:

Every Page Should Close With A Marketing Hook and Navigation Options

The goal is always persuading the reader into conversion / buy mode, so links to the main selling pages, the products page, and the contact page should be well-placed throughout every bit of content.

Links are particularly important in areas of copy with a marketing emphasis, the reader should only be a click away from buying at all times. Content is often the selling point, so it should include a way to buy.

Any navigation within copy should:

As you can see good copy is more than just fancy words. If you are interested in learning more, have a look at my services page, my portfolio page or just contact me directly.

(See how the paragraph above demonstrates all three points of this article?)