Writing Profit-Pushed Internet Copy – Four Steps to Extra Gross sales

You’ve got recognized the advantages you provide your prospects, however how do you flip an inventory of advantages into participating net copy which converts guests into prospects?

Lately I wrote an article explaining how you can establish the advantages you provide your prospects ( That article challenged enterprise house owners and advertising managers to assume by way of advantages fairly than options when writing their net copy.

What the article didn’t talk about was how you can truly write the online copy as soon as they’d recognized their advantages. That’s what this text is about. (It even provides you a few templates you should utilize to make your job a complete lot simpler!)

As a web site copywriter, most of the initiatives I undertake are utterly new web sites. The shopper has some basic concepts about what they’d prefer to convey, however they want somebody who can fine-tune their message, and create net copy (and an internet construction) which engages their readers. Because of this, over time I’ve developed a course of for doing this successfully. There are 4 most important steps:

1) Establish advantages

2) Establish the way you ship these advantages

3) Prioritise your advantages

4) Write the content material

Though this text touches on step 1, it’s principally about steps 2, 3, and 4.


Branding apart, most web sites are about promoting. Clients don’t need to know what you are able to do; they need to know what you are able to do for THEM. Meaning the primary query you must ask is, “What advantages do I provide my prospects?” That is often step one towards figuring out the important thing message to be conveyed.

That’s to not say that your web site shouldn’t describe your services. You simply want to ensure it describes them by way of advantages to your buyer.

However advantages identification is outdoors the scope of this text. In case you’d like to seek out out extra about how you can interact your buyer with advantages, go to


After all, you possibly can’t simply declare to ship advantages and cease at that. You want to help that declare. In your web site, you’re going to wish to persuade your viewers that you simply truly do ship these advantages. Anybody can say they ship advantages, however few can say it persuasively.

From step 1 you’ll have an inventory of advantages. Now you should take into consideration the way you ship every profit in that record. That is the place you begin speaking about options – value, product highlights, distribution channel, competitor weaknesses, exterior elements, USPs, and many others. It’s useful in the event you draw up a desk with one column for advantages and one for the options which ship these advantages. (Click on to obtain an instance Advantages-Options desk – 20KB.)

You’ll in all probability discover this course of a lot simpler than figuring out advantages. In truth, you’ve in all probability bought most of this info written down already… someplace. If not, likelihood is you uncovered a superb portion of it if you had been brainstorming for advantages.

TIP: In case you’re having bother figuring out supporting options, earlier than filling out the desk, attempt itemizing every little thing you possibly can consider which pertains to what you do and the way you do it. Don’t fear concerning the order. Simply braindump onto a chunk of paper, a whiteboard, a Phrase doc, anyplace… Don’t go away something out, even when it appears unimportant. (You’d be stunned how vital even probably the most insignificant particulars can develop into when you begin assigning them to advantages.) In case you begin getting misplaced, assume again to the query you’re making an attempt to reply: How do you ship your record of advantages to your buyer? When you’ve finished your braindump, learn by way of it and determine which particular profit every function delivers.


Now that you simply’ve recognized all of the belongings you COULD say, it’s time to determine what you SHOULD say and the place you must say it. That is the place your benefits-features desk comes into play. Learn by way of your record of advantages and prioritise them in response to how compelling they are going to be to your reader.

The rationale for this? Precedence determines prominence. Probably the most compelling advantages will have to be outstanding in your web site.

TIP: Remember that your record might embody some advantages which everybody in your corporation class may declare. In different phrases, they’re not simply particular to your organization, however apply to the kind of service you provide. For instance, in the event you promote a Content material Administration System (CMS) for web site creation, you might record “Larger management for advertising managers” and “Much less expense updating content material” as advantages. Each CMS vendor may declare these advantages, so that you’ll have to query their significance. Will they differentiate you out of your opponents. Generic advantages may be helpful if none of your opponents are utilizing them, or in the event you really feel you should educate your market a bit earlier than launching into company-specific advantages.


So now you recognize what you’d prefer to say, it’s time to determine how you can say it. That is about three issues:

i) Topic – What’s the topic of your web site; options or advantages?

ii) Construction – How do you construction your web site such that your prospects will learn your most compelling advantages?

iii) Phrases – What phrases must you use to finest interact your viewers (and the various search engines)?

The rest of this text is devoted to Topic and Construction. For additional dialogue of Phrases, see and


What’s the topic of your web site; options or advantages? The reply to this query lies in viewers identification. In case your viewers is aware of a bit about the kind of services or products you’re promoting, lead with options (e.g. processor velocity, turnaround time, uptime, experience, instructional {qualifications}, large product vary, and many others.). However be sure you speak about their advantages, and ensure the options providing a very powerful advantages are probably the most outstanding.

Right here’s a simplified instance…

“Cool Widgets presents:

— Commonplace Working Setting – Considerably lowering the complexity of your IT infrastructure

— System upgrades that are cheaper to license – Offering wonderful TCO reductions”

In instances the place you’re promoting to an viewers who is aware of little or no about your services or products, lead with advantages (e.g. in the event you’re promoting one thing technical to a non-technical viewers).

Right here’s the identical simplified instance, reversed for a novice viewers…

“Cool Widgets presents:

— Lowered complexity of IT infrastructure – We will implement a Commonplace Working Setting in your organisation

— Lowered TCO – We will improve your IT to methods that are cheaper to license”


How do you construction your web site such that your prospects will you’ll want to learn your most compelling advantages? The reply is, maintain it brief ‘n candy. And make it scannable. This doesn’t imply you need to minimize options or advantages. You simply should construction your web site to accommodate your message.

Whereas each web site is completely different, as a rule of thumb it’s a good suggestion to introduce your most important options and advantages on your property web page. Summarise them – ideally utilizing bullet factors, however on the very least, clearly spotlight them in order that your viewers can scan-read (e.g. daring, underline, color, hyperlink).

Then hyperlink from every summarised function or profit to an in depth description. Attempt to maintain every web page to roughly 200-400 phrases. You might want a number of pages to element all of your options and advantages. (Click on to obtain a web page construction template – 29KB.)

TIP: In instances the place you should introduce options and advantages that are generic to your subject (fairly than particular to your providing), your property web page is mostly the very best place to do it. From there, you possibly can result in a second web page summarising the precise options and advantages of your providing.


Internet copy is about way over simply intelligent phrases. It’s important that you simply establish the advantages you provide your buyer, and which you can persuade your buyer you truly ship these advantages.

I hope that the steering and instruments offered on this article will allow you to in your approach to participating net copy which converts to gross sales.

Pleased writing!


Ahmed Mohamed Abd ElMajeed

Web developer and Server Administrator, Founder of Akwad web School and Programmer Notes.

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