The BannerView newsletter is a biweekly publication providing tips and advice for conducting E-Business (Business on the Internet). BannerView.com, a Cenicola-Helvin Enterprises brand, is a variety of e-business solutions ranging from Web site development to email marketing software, e-commerce systems, custom online database solutions to Web site hosting & maintenance. In each biweekly newsletter, you can depend on helpful tips and advice for conducting business online. As always, archived versions of previous newsletters can be found by visiting the newsletter archive.

GOOD WEB SITE COPY GETS ACTION

If you've invested the time and money to have a professionally designed Web site, then why ruin it with little or poor content? If you don't have the ability to write captivating content for your Web site yourself, then consider hiring a professional copywriter. If the goal of your Web site is to get someone to buy online, contact you for a quote or call you for help, having good Web site copy that demands this action from your visitors is the key to success.

There are four essential ingredients to writing good Web site copy that will get action from your visitors. Those ingredients are Attention, Interest, Desire and Action. If your Web site is missing any of these elements, it probably won't cause visitors to act.

ATTENTION:

You must first get the visitor's attention. Something about your Web site must grab their attention to direct their focus toward the action you wish them to take. Grabbing someone's attention depends on the words you use and the way you use them. Don't think that if you simply use lots of Flash, blinking images or MAKE YOUR WORDS ALL CAPS that this will draw attention. The problem is that everyone knows it's glitter and meant to get your attention. This may often interfere with the visitor's ability to take your words seriously as subconsciously they may even expect your company to be some kind of gimmick or scam. Steer clear of such tactics. Make your words precise and include the most important details possible near the beginning.

INTEREST:

Your copy must have appeal. This is a good place to state the benefits and list the attractive features of the product or service your company offers. Knowing the demographics of your visitors helps with understanding their interests. What benefits of your product or service is most likely to appeal to this group? Develop a mental picture of some of the visitors who would come from this demographic group and tailor your Web site copy to fit the demographic. Having a mental picture of your audience is important when you want to understand their interests and know what benefits of your company to highlight.

DESIRE:

Appealing to the visitor's interest is not enough by itself. The copy must then further stimulate the visitor. While interest can generally be obtained by the practical properties of your product or service, desire needs sparking by a more emotional reaction. Is there something about your company that will make them feel good, excited, confident, secure, hopeful or powerful? Think about the emotions your copy can ignite. Does your copy appeal to a particular sense? Can the visitor taste, feel, smell, see or hear your product or service? Most actions that people take are because of desire and desire is stimulated by feelings. People don't really desire money, but the feelings that they think money will bring them.

ACTION:

If your visitor doesn't click on the "BUY NOW" link, then your copy is worthless. How do you get visitors to react and inquire about your offerings? Believe it or not this is the simplest step. Simply use a directive. Psychologists tell us that when given a directive (unless obviously harmful) our first instinct is to comply. Turn to the person next to you, and in a slightly commanding voice say, "give me your pen for a minute." Chances are they will and for no other reason other than because you told them to do so. Don't ask, "Will you give me your pen for a minute?" Now they have to think, and if they have to think they may refuse. In your copy simply state: "Call us for a free sample," or "Click the button to Order Now." If the other three ingredients (attention, interest, and desire) have been executed well and the visitor is a qualified customer they will most likely take the action you direct them to take.

If you feel writing your own copy is too much and you need the help of a professional, we can point you in the right direction. We work with a number of content providers who can accomplish the four ingredients described above.

Call us within Las Vegas at (702) 312-9444 or outside of Las Vegas Toll Free at (888) 221-8640 to schedule a free consultation to learn which BannerView.com E-Business Solutions are available for your business. Or, fill out our online form on our Web site and a representative will contact you to schedule your free consultation.

BannerView.com E-Business Solutions are available Nationwide. See our Television commercial at BannerView.com.

Stay tuned to the BannerView newsletter, sent every other week on Wednesday, for helpful tips, thoughtful advice and answers to questions you may be asking about how to conduct business online.

Have a question about E-Business? Send us your questions and read the answers in upcoming newsletters!

Sincerely,

BannerView.com E-Business Solutions
A Cenicola-Helvin Enterprises Brand
http://www.BannerView.com

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