How to Seduce Anyone Who Visits Your Website

By Cory Fossum
Principal, Fossum Creative


Without powerful copy, your site is like a retail store without salespeople. It might look nice. And a few people might walk through the door. But they’ll leave long before they buy anything. The mall is full of quick alternatives, just like the Internet. So how can you make your web copy more seductive? Here are five ways to start.

• Keep it conversational.
Visitors are looking for a connection; some sort of proof there’s an actual person behind all that copy. So keep your tone light and conversational, even if you’re talking about complex business solutions. Keep your paragraphs short. And your sentences shorter. You want them to feel like you’re speaking directly to them.

• Take them by the hand.
Your copy needs to act as a tour guide to every visitor who shows up on your site. Tell them exactly what to do next. Do you want them to place an order? Are you expecting them to opt-in to a newsletter? Do you want them to go to a different page for more information? Don’t make them guess. Point blank, tell them to do it.

• Get to the point.
You only have a few seconds to capture attention. Don’t dilly-dally around with long introductory paragraphs. Instead, explain what your product or service is and how it will benefit your readers from the get-go. Once you have their attention, you can spend as much time as you want making the sale.

• Use bullets.
• They’re easy to read.
• They break apart long blocks of text.
• They highlight important information.
• They’re perfect for displaying lists.
• They help to keep things simple.

• Minimize the hyperbole.
Just like you shouldn’t have to explain a funny joke, you shouldn’t have to rely on hyperbole to sell your product. That’s because people tend to view hyperbole and exaggeration as a warning sign and you run the risk of minimizing your credibility.

Yes, you need to be excited about your product. And yes, that needs to come across in your copy. But you can convey all the excitement and enthusiasm you need without frequently resorting to overstatement.

How?

Just refer to the first tip and write in a friendly and engaging style that makes your readers trust you and your business.

© 2005 Cory Fossum. All rights reserved.

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