Speak the language of the audience you want to attract and later persuade to action.

Everyone knows AIDA or do they? AIDA in a copywriting sense stands for ...

Get Attention through headlines
Create Interest through benefits
Ensure Desire through a great offer
Compel Action by telling more than once exactly what to do

This acronym must be in your mind as you write, rewrite, check and rewrite your web page copy. You can always improve. Take a look at my web pages as I write this and see how badly I have done in many of the above aspects. Back I must go and make that bit more progress, again.

Getting to know you

Can your visitor find the following easily, particularly if you are selling something or trying to establish credibility for whatever purpose.

Your GUARANTEE
Your PRIVACY statement
Your RETURNS policy
E-mail address
Tel number
Fax number
Postal address
Sales landing page
Order form
Subscription form

There are many web sites out there which seem to just refuse to display their e-mail address or other contact details. Sure we are all sick and tired of spammers but what is the point of trying to sell and you cannot be contacted.

This is hardly a recipe for building confidence.

This chapter is a very quick introduction to copywriting principles. Most of these factors apply to all pages. However there is a very special page associated with many web sites. This page is called the sales landing page. It is the page where you close or try to close the sale. This is the place where the truth is revealed. This is where you measure your success or failure.

You may have masses of traffic but what is your sales or conversion rate? the ultimate objective is to maximize your sales conversion rate or in Ken Evoys words to maximize your MWR which might be to make a sale. It might alternatively be to persuade visitors to subscribe to your newsletter and so on.

The next chapter will help you improve your own sales landing page using the accumulated wisdom of my mentors and my own failures/successes.