Use headlines. These headlines should be so powerful and convincing they force your client to read further. Don’t start with "Welcome to my site…”
Describe benefits your potential customer can see, hear, or feel if they use your product. Make certain they know you understand their issues and how your product/service addresses those issues. Always write every bit of sales copy from the buyer’s perspective. If you are providing a solution to a problem they have, you will make a sale.
Model your website after other successful sites. If you know something works for your competitor, why re-invent the wheel? Visit other websites and critically observe what they do well and what they do poorly. Then, compare these analyses to your own website and make changes.
Avoid looking like a company brochure. Your site shouldn't just be a virtual brochure of your products and qualifications. Ask a few questions from your reader's point of view that lead them to your product or service as the answer. The cold, hard truth is people don't care about you; they want solutions for their challenges. Write your sales copy that way.
Use testimonials. People don’t usually know your company or website – to them it could even be scam site on the Internet. You must convince them you are who you say you are and that you will deliver. Use happy customer’s statements about your service or product. This will go a long way toward convincing prospects you can be trusted.
Provide quality content. Give people more than a sales pitch. Provide them with other resources, like articles, to inform and entertain them regarding your product/service. Provide links to relevant product reviews or survey results so they have all the facts to make an informed decision.
Reproduced with the kind permission of The Sales Consultancy