Freelance Copywriter Secrets:
Is Your Website Doing Its Job?
©Charles Brown. All rights reserved.
Does your site capture a list of opt-in email addresses of people who have an
interest in what you sell? Repeat after me, the number one purpose of your website is to compile a list of
prospective customers. The easiest way to do this is to offer a free information product such as a white paper,
ebook or other material. I call this an eBait product, and you offer it as an inducement for people to give you
their email addresses and permit you to send follow up messages.
Is your site an information resource for prospective customers who want information on the topic of your expertise?
Before people become customers, they usually go through an information-gathering stage. This is how most people use
the web, as a place to find information. Then, and only if they are satisfied that their questions have been
answered, will they use it to look for providers of products and services.
Does your website attract repeat visitors with constantly new information? Allowing your information to grow old
and stale is almost as bad as not providing information in the first place. Remember, your goal is for your site to
become a resource for prospective customers or clients. Constantly adding new information keeps your site fresh and
attractive to repeat visitors.
Is your contact information easy to find? Is it on every page of your site? Webmasters do this so often it is
embarrassing. But all your other efforts are for naught if visitors have to jump through hoops to contact you.
Don’t make it difficult and frustrating for people to do business with you. I guarantee they will find someone
Does your site give visitors a reason to contact you? Think this one through very carefully. WHY should your
visitors contact you? Make it clear that you can relieve their pain, solve an urgent problem or create a change
they desperately want and need. How do you do this? Benefits, benefits, benefits. Pack every page and every article
with benefit statements that show up on your readers’ “what’s in it for me” radar.
Is your site “keyword rich?” Keywords are the words or phrases people type into a search engine when they are
looking for information on your topic. Take a look at this blog and notice how often I insert the keyword,
“freelance copywriter.” My goal is to be on the first page when people look up “freelance copywriter” (there, I did
it again) on all the major search engines. If your site is not keyword rich, how do you expect people to find
Is your site easy on the eye? In other words, do your articles display acres and acres of unbroken text that the
reader will have to wade through? Break up your copy with numbered lists, bullet points, sub headings and short
Is your material written in a conversational style? Make your content easy and even fun to read. Forget what your
English teacher taught you. Use contractions, ask questions, throw in a few sentence fragments or one-sentence
paragraphs. Plan your articles on an index card and write it as if you are sending an email or a short note to a
Do your headlines grab interest and pull readers into your copy? According to the legendary copywriter, John
Caples, headlines should either appeal to the reader’s self interest or contain news. And Caples backed up his
advice with decades of research and testing that proves how to write effective headlines. Check another of my
articles called Freelance Copywriter Secrets: Headlines That Grab The Reader's Attention to find out more on
writing powerful headlines.
Is your site planned around what you want readers to do? Every article should be written with that goal in mind. If
you don’t know what next step you want to persuade visitors to take before you start to write, you cannot
Does your content answer the questions that brought visitors to your site? Go back to your keywords and look into
the mind of the person who types those keywords onto a search engine. Why are they searching for this topic? Your
keywords may get people to your site, but if you fail to answer their questions they will leave and never come
Is your site cluttered with fancy graphics, bells or whistles? My general response to a slow loading media file is
to click away from that site. I hate those things. Don’t make me wait when I come to your site, and don’t make your
material hard to find just because you wanted to get “creative” with the look of your page.
About the author: Charles Brown is a Dallas, Texas based freelance copywriter who writes web copy,
advertisements, newsletter articles and direct mail that turns readers into YOUR customers. Visit his blog at
dynamiccopywriting.blogspot.com or contact him at 817.715.3852
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