How to Write Web Content for Sales

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Bestselling Book Says it's Different than Print Copy

So it should only make sense that the copy selling to them will work in a different manner.

According to a book making waves in bookstores and Internet circles alike, writing web copy with a print copy mindset will cost you sales.

The book, "Call To Action," by New York brothers Bryan and Jeff Eisenberg, says the different dynamics in how people use the internet, makes how you write copy vital.

"Internet users are different than those using print copy," explains Bryan Eisenberg. "So it should only make sense that the copy selling to them will work in a different manner."

Eisenberg explains that one major difference is a website's ability to be built using multiple links. A website, it's explained, should use multiple links to cater to exactly what a prospective customer is looking for.

"There's unlimited space on a website," says Eisenberg. "Where print copy is limited, and has to guess at who is targeted and what they're looking for, a website has the particular ability to filter people to places they want to be to do the things they’d like to do. Creating web content without taking advantage of the real power of its non-linear make-up is leaving it all on the table."

Another difference "Call To Action" points out is a web user's relative impatience compared to someone reading a print piece. Whereas readers of print material have, by choosing to read, in essence, opted in, web users more often are looking for something specific. The point: keep the copy shorter, and avoid long-winded statements of why what you’re selling is the best. Very often such copy, the book says, is just getting in your user’s way.

Bryan Eisenberg and Jeffrey Eisenberg are co-founders of Future Now, Inc., a marketing boutique focused on helping clients convert their website's traffic into leads, customers and sales by applying Persuasion Architecture, copywriting, usability and web analytics to design, redesign and optimize websites and other online marketing efforts. Future Now, Inc. has helped clients such as Dell, GE Volvo, Overstock & Disney.


Bryan Eisenberg or Jeffrey Eisenberg


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