1. Make your headline directly refer to the site where your visitor came from or to the ad copy that motivated the click
Match your language as exactly as you can. (Close is good, exact is best.)
2. Provide a clear call to action
Use graphic buttons, hot-linked text or both and tell your visitor what they need to do. Use a minimum of two calls to action in a short landing page, 3-5 in a long landing page.
3. Write in the second person – You and Your
No one cares about you, your company or even your product or service except for how it benefits them.
4. Write to deliver a clear, persuasive message
Not to showcase your ability to turn a clever phrase.
5. Write long copy as long as it’s tight
Your readers will read long copy as long as you keep building a strong, motivating case for them to act. Rule of thumb: Think longer copy when you’re looking to close a sale; shorter copy for something that doesn’t require a cash commitment.
6. Be crystal clear in your goals
Keep your body copy on point as a logical progression from your headline and offer. Every digression is a conversion lost.
7. Keep your most important points at the beginning of paragraphs and bullets
Most visitors are skimming your copy.
8. People read beginnings and ends before they read middles
Keep your most critical, persuasive arguments in these positions.
9. Make your first paragraph short
No more than 2 lines (lines, not sentences.) Vary your paragraph line length from here. No paragraph should be more than 4-5 lines long.
10. Write to the screen
Consider how much of your content will be seen “above the fold” or at the first screen. You can still go long and have visitors scroll downward. But repeat calls to action, testimonials and other components, so that an ACT NOW link is always visible.
11. Remove all extraneous matter
This includes navigation bars, visual clutter and links to other sections. You want the reader focused solely on your copy, your supportive visuals and the offer.
12. Only ask for what you need
Ask for only enough information to complete the sale or action. Every piece of information you require will chip away response.
13. Assume nothing. Test everything
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{ 1 comment… read it below or add one }
Excellent advice, thanks Mike.