Your Web Site Beat The Clock?
by Paula Morrow
Tick, tick, tick. That's the sound of those all important 10 seconds
slipping away - the average amount of time a visitor remains at
a web site before clicking on.
That is, unless you give them a reason to stay.
Take a good hard look at your web site - is it optimized in your
favor? What does a visitor first see when they arrive? Does the
headline make them screech to a halt? Does your sales letter's first
paragraph hook them in? Tick, tick, tick.... remember, 10 seconds
is all you have.
If your conversion rate is telling a dismal tale, it's time to
make some changes. And, as unglamorous as it may be, it all comes
down to your sales letter. If your sales are nonexistent, now's
the time to act. Fast. Before your business becomes one of the 95%
Here's the infamous 'Top 10' checklist - does your sales letter
do the following?
1) Does it engage the reader on a personal level? Write like
you're talking to your best friend, your grandmother, whomever
your target market is. If it's not personal, it's useless.
Use the words 'you' and 'your' whenever possible - try to forgo
the words 'I' and 'me.' After all, it's not about you -- it's
2) Try to incorporate your target market into your headline.
If you're going after car enthusiasts, say 'Car Enthusiasts Usually
Disagree... Except On This One Thing.' If you're going after dog
lovers, it would be 'Dog Lovers Usually Disagree...Except On This
Do everything possible to make your reader identify with the
subject matter, to hook them into reading more.
3) Always use the KISS principle when writing (Keep It Simple
Stupid). Don't get lost in your own words - this is not the time
to impress with your astonishing vocabulary - write for the common
man/woman. Don't bore them into clicking away.
4) Do you use stories to illustrate your point? Ever notice how
CEO's and politicians always use stories in their speeches? They're
communicating through mental pictures, to get their ideas across
in another way.
Everyone has a different frame of reference - try using a personal
story to produce that 'yes! they're talking about me!' reaction.
5) Break it up with bullets. For those readers who are into skimming,
organizing your most important points in bullet form helps to
communicate the benefits FAST.
Put your most important points at the top, in case the person
doesn't make it to the bottom. And there's no rule that says you're
only allowed one bullet list - put one close to the top of the
letter, and perhaps another towards the bottom.
Test, and keep whatever converts best.
6) Use benefits over features. Always. They don't care that the
refrigerator has a big vegetable bin or automatic icemaker. They
want to know that it keeps their vegetables from drying out, and
their beer/lemonade refreshingly cold on a hot summer's day.
7) Write in your own voice. We're not talking 'Masterpiece Theatre'
here. Formality is out; friendly is in. And I give you permission
to start your sentences with 'And' (note how this sentence started!)
When writing for the real world, write like you speak.
8) How long are your paragraphs? If longer than 2-4 lines, break
them up. And keep sentences short - even 2-4 words are ok. Like
this. Short, quick 'eye bites' communicate faster when you're
racing against the clock.
9) Focus on one product/service per sales letter. Period. No
10) And, finally, watch the grand, sweeping statements. Using
'Earn $1 Million In Two Days While You Sleep!' won't help build
your credibility. Or conversion level (click!).
If you incorporate these ideas into your sales letter, you're bound
to beat the clock and begin building a better conversion rate.
Paula Morrow heads http://www.idealmarketingcorp.com.
specializes in public relations, information marketing and creating
cashflow systems. Her newsletter, IDEALProfits, is now read in 12
countries. Subscribe and receive 5 BONUS ebooks!
To Articles Index
You can find lot of institutes offering certification preparation for the Cisco, Microsoft and IBM.
They offer brain dumps, practice test and study guide for Microsoft MCTS 70-642,
HP StorageWork HP0-J18 and HP2-T11 Industry
Standard Architecture and Technology. Cisco is at the top with its most important
CCIP 642-691, LCSAWLAN 650-621 and
Cisco 642-105 IUM certification exams.