10 Tips for Persuasive Home Page Copywriting

10 Tips for Persuasive Home Page Copywriting

Issue: 

2011, March
  1. Start Strong Use a bold, attention-getting headline. One challenge with web sites is that they often have multiple functions. But from a marketing standpoint, you want to lead with your strongest benefit or most informative and provocative item.

  2. Know what NOT to do
    1. Don’t burden your homepage with large, slow-loading graphics.
    2. Don’t fill up the top half of your screen with your logo.
    3. Get the reader off the first screen and into the narrative click-through flow ASAP.
    4. Don’t require your reader to scroll down to find your offer and benefit. Everything important must be above the fold.
  3. Include a Letter Put a short introductory letter on your homepage. Add intimacy and human touch. Create hyperlinked benefits statements.
  4. Use clickable words, phrases and sentences to inspire action. Think of underlined, blue links as involvement techniques. Phrase them as benefit statements or headline type statements. (For example: “Your investment can be as low as zero dollars! Earn income from four sources. ”)
  5. Each page needs a call to action. Even if you’re not asking for the order outright, there should be some sort of action requested, for example, giving visitors a reason to call your company.
  6. Put your online address & phone number on every screen.
  7. Create intimacy.
    • Write to the prospect using “you.”
    • Use the language of your prospects’ interest group or industry.
    • Keep the prospect involved.
  8. Keep the reader surprised & engaged. Predictability is deadly in copywriting. If the prospect can anticipate what’s next, they’re going to be bored and disengaged.
    • Be bold and inventive with words and images.
    • Provoke action or ask a provocative question.
    • Give information.
    • Promise a giant benefit.
    • Provide value (Don’t be trivial).
  9. Use commands to give instruction. Examples may include “Click here,” “Experience the wonder…,”“Take an amazing trip to…,” “Delight your senses,” or “Challenge the status quo.”
  10. Use images to break up the copy and sell. Don’t overwhelm visitors with a tidal wave of words.The eye is first drawn to the image, then the caption, so use the caption to state a benefit or important feature. Use image maps with clickable graphics to sell or to give more detailed information.

Donna Baier Stein (www.writesontarget.com) is a direct marketing copywriter and DMA seminar leader on copywriting.

Author: 

Donna Baier-Stein
Donna Baier-Stein's picture

Donna Baier Stein (www.writesontarget.com) is a direct marketing copywriter and DMA seminar leader on copywriting.