Revealed: The “Guru Secrets” On How To Write Effective Web Copy That Converts To Sales.

How does the page look?  Watch Now and discover more secrets in Part 5 of Web Copy That Works.

The pages of your copy must be easy to read.  As you plan your page, think about what it should look like. Then follow these simple instructions.

Dense, intimidating, ragged?
Open, inviting, even?

Columns:
1. Use a single column.
Several blocks of text side by side is like several people talking at

once. It reduces conversion rates.
2. Use subheadings. They break up copy
and, written right, draw in skimmers

A paragraph which itemizes is more effective as a list.

4. Use sidebars.

They’re excellent for calling out testimonials, benefits, proofs, guarantees,

illustrations—anything which doesn’t readily fit into the body copy.

Reversed text is twice as hard to read as dark-on-light.

Font sizes below 16 pixels are very hard for
many people;

as are columns wider than 75 characters
and line-heights below 130%.

Every page should have a call to action asking Sam to fulfill its

objective.

Call To Action (the PS)

1. Weight them.
If you have more than one cta, make the primary one dominant.

2.. Three or fewer.
Too many choices will overwhelm Sam and lead to inaction.

To make call to action buttons too big.
As their size increases, so do conversion rates.

4. Use action words.
Start your ctas button with verbs like “click here”.

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