Website Marketing: Copywriting

This is the third article in a five-part series that details exactly what you need to market your website offline and make it a success. If you've heard of the 40/40/20 rule of direct marketing, you know that 40 percent of your success is contingent on your offer, another 40 percent on the quality of your distribution (your ability to reach the right customers), and 20 percent is contingent on everything else. However, if you can't motivate customers by properly articulating your offer, everything else will be for naught. That's why it's so important to write great copy for your offline website marketing materials.

Four steps for writing winning website copy

Craft a powerful headline - Your headline captivates your audience and pulls them in to your pitch. The most powerful headlines elicit emotions (happiness, fear, excitement) and introduce an incredible can't-refuse offer. Highlight your benefits - Many webmasters remember to list the features of their products and services but neglect to highlight the benefits in their marketing materials. To recap, features are those things that directly describe your product or service; benefits are the ways that those features will help your customers. So, for example, an e-commerce website that sells golf clubs might offer a perfect fit guarantee - that's a feature. Hitting the golf ball better because you have the right club is a benefit. Develop an incredible offer - Free add-ons, guarantees, steep discounts and other devices add value to your offer and make customers salivate like Pavlov's dogs. Think like your customer to develop an offer they can't refuse - what would it take for you to buy? Motivate with a call to action - Your call to action motivates customers to take the next step in the purchasing process. Create a sense of urgency with a time-limited offer, and give customers multiple ways to respond to increase your chances of yielding sales.

Example website postcard copy:

Hit farther drives and tighten up your short game with the perfect clubs - guaranteed!
There are three things that give professional golfers the ability to make those incredible shots: natural talent, practice and equipment. Now, you can hit farther drives and tighten up your short game with the perfect set up golf clubs for your swing. Best of all, it's guaranteed! Buy a new set of golf clubs at between now and June 1st and we'll guarantee that your set will fit your swing. Try them out for 30 days, and if your handicap doesn't drop by at least three strokes we'll swap them out with another set - free of charge! Visit or call 555-555-5555 right now to find the perfect clubs for your swing. Fake Online Golf Store The perfect clubs. Guaranteed.