How To Turn Traffic Into
Your website is a sales machine working for you day
and night, attracting potential customers and then ensuring they do what you want them to and enquire or
Copy of course are the words you use on your website (as
well as in an ad, press release, brochure etc) that communicate your business to the world. But the very
purpose of copywriting is to persuade the reader to act. That action depends on your business
The best definition I can offer you of copywriting is
That phrase was coined more than 70 years ago and it is
still bang on today.
The art of copywriting is a skill, an art and a
science. I have been involved in writing copy that sells for over twenty years and I am still learning
today. Here's a thin slice to get you started in the right direction...
The winning formula for your business is built
upon an essential “foundation strategy" of delivering valuable theme-based content on your website.
Quality theme-based content builds interested targeted traffic, by providing information that your visitors are
searching for and tasty content to delight the all important Search Engines. Yes, you must write to appeal to the
engines as well. After all, they are how most people find anything on the Net.
Simply put, your Web site must be a Win-Win-Win
proposition for all parties...
- Your visitor
- The Search Engines
Surfers are looking for information and solutions. But
they usually don’t know exactly who or what can provide it. So they rely on Search Engines to source possibilities
that are worth their effort to visit. Its through the Search Engines (SEs) that you need to reach your
Search Engines use computer programs called spiders to
go out and bring your site back to its home (ex., the Search Engines database). Another program (called an
algorithm) decides whether your site or some other site is more relevant to a search request for a certain
If a Web surfer searches for "consultant", then Google
wants to deliver the most relevant consultant sites on the Net. If someone else searches for "decorator", then
Google wants to give that searcher the most relevant sites for that word. You must honestly convince each Search
Engine that your page is the most relevant for each keyword that you target and thus deserves a high ranking. If
you trick the engine, your success wont last long, and when it discovers the trick, it will ban
The answer is not complicated.
The Search Engines are in business, too. Their product
is the quality of their search results. Help them make their product better and theyll love you. And, help the
searcher, who is your potential visitor and customer. Solve her problem -- deliver what she wants, in spades.
Satisfy the whole reason why she is doing the search. If you do this, you add value to the Search Engine’s product.
And they’ll love you for it.
You must win, too, of course. How?
Succeed at the first two wins…
By delivering valuable relevant content to both your
visitors and the SEs. Remember, people use the Net to find information. Information is contained in text.
Compelling text is 1,000% more important than fancy design. After all, if a fancy page has no substance, it
delivers no value. Quality content always does.
Try not to distract your visitors from the real goal of
your Web site... to get the click through to your monetization model (your order page, or the site of the merchant
that you represent, or your contact form, etc). Reinforce through your style and content that you are indeed an
authority on your business -- an expert that your visitors can trust.
Focus on your visitors.
Don’t try to get their attention with bells and
It’s information that they want and
The transition from “PREselling” content (i.e.,
high-value information that your target visitor is searching for) to “selling” copy (i.e. closing the deal and
getting the order) is easier once you can clearly answer this question…
What do you most want your visitor to do when she is at
your Web site?
Your Most Wanted Response
Or to phrase it more simply…
What is your Most Wanted Response… your
The answer to that question is critical because you cant
start your visitor on a journey through your site until you know the exact destination where you want her to land.
Once you set your MWR, you will write every word of your sales copy to reach that goal.
Every headline, subheading, paragraph, sentence will be
focused on getting your MWR. So take a few minutes now and ask yourself the question…
What is my Most Wanted Response
when a visitor comes to my site?...
- Is it to make a direct sale, straight off your
- Is it to generate a lead through a response form so
that you can follow-up offline?
- Is it to convince your visitor to take up the offer
for a 30 day free trial download for first-hand experience of the product?
- Is it to get your visitor to subscribe to your
newsletter, or enter a contest, or request your "freebie"?
- Is it to hire your service?
Dont stop thinking about it until you are sure that your
chosen MWR is the best for your business. Write down whatever comes into your mind. No need to edit at this point.
Let the ideas flow. Then change, refine and narrow it down until you are completely satisfied that... Yes! This is
my Most Wanted Response.
Setting the MWR focuses you totally on getting a visitor
to fulfill the action that will generate income for you, whatever that may be.
My most wanted response for you is to call me and
arrange a time where we can sit down for an hour and discuss your business and how I might be able to increase your
customers and profits using some online strategies.
Things to do today!
Look through Mentem Marketing's
Decide if they can help
me Yes they can!
3. Get my diary and find choice of two dates
to invite Paul over for a coffee and a chat
4. Call Paul direct 0845 4747 928 or email him
paul @ mentemmarketing.co.uk