Amy Lemen and Brian MasseyJanuary 29, 2009

Find out what your Conversion Rate is and then make small increases. (Big increases are good too)

Who are your customers? Profile your visitors, understand why they are coming at this time, and write to their issues. Personas help.

“Clarity trumps persuasion,” Flint McGlaughlin, Marketing Experiments

If you offer a discount in your PPC ad, the page they come to should have the discount clearly visible. Ideally, each ad will have its own landing page.

Not just who you are and what you do. How can they solve their problems with your offering? Have a good value proposition.

Get two or three “sketches” of the copy. Choose one. Correct the errors. Leave the rest alone.

Long copy is OK. Rambling copy is not. Use efficient copy of any length to engage your reader. Use Copy Indexing Formulas.

Google Analytics is free, easy to add, and relatively easy to learn. Use it or something else. Have someone tell you when you’re doing better.

Having a whole Web site go through a committee is a bad idea.

When someone reads your text, they are engaged. Use links to get them into the site. This is great for SEO.

Consider a copywriter from outside the company. You’ll be surprised at how much trouble you’ll have explaining what you do.

Your heading are critical to scanning readers. Try different headings, font sizes and colors. Be patient. Watch your analytics for benefits that last.

Copywriters Round Table Bloghttp://copywritersroundtable.com/

CopyBlogger Bloghttp://www.copyblogger.com/

Nick Usborne’s Excess Voice Newsletterhttp://www.nickusborne.com/excess_voice.htm

Fog Index:http://www.usingenglish.com/glossary/fog-index.html

FutureNow, Inc WeWe Testhttp://www.futurenowinc.com/wewe.htm

Amy LemenWriteous WordEmail: amy@amylemen.comPhone: 512-619-4595Twitter: @writeouswordsLinkedIn: linkedin.com/pub/0/18/a24Facebook: Amy Lemen

Brian Massey The Conversion Scientist™Email: brian@conversionscientist.comPhone: 512-961-6604Blog: conversionscientist.comTwitter: @bmasseyLinkedIn: /in/bmasseyFacebook: bmassey