Web Copywriting Secrets – Get Found, Make Sales

Web copywriting is different, because Web copy should be written for the search engines, as well as for your prospects. Why? To make sales, and to save you money.

Here’s a case study. Jerry sells an ebook online. It’s a great ebook, and is selling well. However, Jerry’s spending almost 70 per cent of the income from his ebook on Pay Per Click (PPC) advertising.

He’s not grumbling: the ebook’s a treasure. He gets sales every day, but his high costs bother him. Yes, he’s tried getting the ebook to stand on its own feet by cutting down on his PPC ad spend, but then sales slump. So Jerry keeps pumping cash into PPC.

He asked me to take a look at his landing page and PPC ads and revamp them.

I read the sales page copy, which was basically fine. However, when I looked at the source code of Jerry’s sales page and his site statistics, I saw that Jerry was missing out on lots of free traffic.

After doing a little research, I wrote Jerry a report, showing him that he could easily increase his site’s organic (free) traffic by at least 1000 per cent. Some of this free traffic would convert into sales. Over time, as the search engines indexed his new Web sales page, he would be able to cut down on his PPC ad spend.

It’s All In The Code – Your Page Title Is A Free Ad

When you’re writing Web copy, think of your page title, and the page description (which go into the page’s HTML code), as free advertising, because that’s precisely what they are.

Well-written page titles and descriptions make sales – they appear in the organic search results, and get click throughs, which will convert for you.

Web copywriting is an art – remember that it’s not just for site visitors, it’s also for the search engines, which will do your advertising for you.