Writing for the Web

First impression is the lasting impression 
Right from the start your visitor must see your credibility and expertise. You have just a few seconds to get this across on your home page

Content is the crux of the web
Internautes have found your site because they want practical, reliable and helpful information. Easy to follow instructions. If your visitor doesn't find what they're looking for, they're out of there... fast

Benefits vs. Features

• crackers = no animal fat / suitable for vegetarians

• shampoo = 100% pure / prevent allergies

• Ask the simple questions :

  • What's In this for me?

  • What do I get out of it?
    

Convert Benefits into Feelings
Usually People purchase something because they want to feel a certain way following the purchase. While you write your Web page texts keep your eye on this principle.

Conjure up word pictures to highlight the wonderful feelings your customer will experience when submerged by the benefit produced by your offer. Here's part of a an ad that gets this point across:

"No stress. No pain. No headaches. Just peace of mind and easy living."

Use Emotional vs. Intellectual Words: http://unionez.net/adsezine/Emotions.html

Sensationalize the Feeling of Loss
Point out how your prospect can profit from buying your offer, then convey what they will lose should they not purchase it. Fear loss can be more powerful than the desire for gain. Remind your prospects what they stand to lose if they should not buy you product. 

Here’s an example :

”SubmitNow” is that innovative new software that will skyrocket your online business in just days. Now you can promote your very own service and rake in the cash.

Make this more effective simply by adding :

"Or... keep on wasting your time with your conventional method that are getting you no-where fast."

Use bullets to list 3-5 reasons why people should take you up on your offer

• a little extra white space between the bullets

Make use of the word "you" instead of talking about the company and the product. Tell people why it should matter to them.

Use active verbs such as slash, shop, skyrocket, buy

Anxieties vs. Aspirations loss or gain of : sex appeal, attractiveness, friends, status, home, youthfulness, money, security, health, job, education, comfortable retirement, better life for children...

Keep it up to date

Build excitement

Establish your credibility

Develop a relationship with the visitor

Answer questions and remove doubts

Create a sense of urgency

Use short chunks of information rather than long drawn out droning on. Get to the point quickly.