AT LEAST "one reason" Why Most Web Copy FAILS?

 Or maybe I should be asking, "what’s wrong with web pages that they just don’t convert visitors into buyers?"

 Now there are many reason web pages fail. What I am going to do though is let you peep over my shoulder and take you through some very simple steps that WILL increase conversion rates on your own web pages.

 So, what I am going to do is take you through a recent web page project and show you just one quick reason "why" the page wouldn’t, couldn’t and NO-WAY will work.

 You okay with that? Right lets fire away then.

PROJECT: http://www.golf-improvement-aids.com.

Re-write and brief: Harry, the owner wanted his website to become a kind of sales  letter like the home page over at www.OrangeBeetle.com

Long, flowing, chatty, informal etc.

My main concern was though I have tested various formats. I have discovered this with web page copy; long flowing sales letter work great (brilliant in fact) for a single product on a single page and can increase conversion ratio’s dramatically. However ...

When it’s a multiple product website the long sales page does not perform as well (next time I will share some result for you from various tests I have done on that).

Harry is selling various Golfing products so I had to find a way that will still pull in the reader to the end of the copy but also invite him/her to make a purchase or sign up for Harry’s newsletter.

Here is what I found was one of the main culprits when I got to his main home page.

NO MEANINGFUL HEADLINE.

What do I mean? Okay lets break it down a little.

The original headline on the web page said this ...

#1 Golf Improvement Aids Website

 The new headline I added now says this ...

Ex-Non-Golfer Living In Spain (surrounded by Ace-Golfers) Accidentally Stumbles Across The Secrets of How To Slash ANY GOLFER'S Score From A Pathetic 146 To Just Under 70 In Just 3 Months!

So why the change and what’s the difference? 

You really need to think like the visitor now and trace his/her steps. Now pleeeeeeease stick with this, its an important lesson on getting your web copy read.

VISITOR/SEARCHER: 

For the sake of argument it’s a guy doing the search. Peter goes to his PC and is mad on Golf, in fact he is totally nuts over it.

His problem is he cant improve his game after 3 years of playing and wants a quick remedy. 

He goes to his PC and pulls up his favorite search engine and types in "how to reduce golf score fast" and hits enter. 

The search engine pulls up 2,973 results. He will look at the first page or two. He opens our project website and sees the headline that said ... (this is the actual headline)

#1 Golf Improvement Aids Website

Hit straight drives, Improve your Swing or Putting in 30 days with Golf Improvement Aids...

- Golf improvement devices
- Training putters
- Training aids
- Videos
- FREE online Golf tips
- Links
- Bi-Monthly 

Now, would that headline be enough to make him read further? (and worth telling you now over 80% of visitors do not read beyond the headline, FACT!) 

The visitor could be thinking this ... 

They claim to be number one ... no way, why is it the number one website etc. In other words it makes your visitor STOP AND THINK and even worse ... have to spend time reasoning on the headline.

That is a problem, BIG problem that leads to a visitor clicking away and searching again. NO SALES!.

They don't want to think or reason they want an answer! 

Lets do the process again with our new headline ...

Ex-Non-Golfer Living In Spain (surrounded by Ace-Golfers) Accidentally Stumbles Across The Secrets of How To Slash ANY GOLFER'S Score From A Pathetic 146 To Just Under 70 In Just 3 Months!

Read, discover and use what you find on my site. You'll be amazed at the speed at which you can go from a handicap of 150 to less than 70 in weeks. I should know ... I did it. YOU CAN! Read the most important letter on how to improve your Golf below.

Now become the searcher again for a minute. He has failed to improve his score in 3 years. What will he think when he reads the headline above? 

He could be thinking, non-golfer reduced his score from 146 to under 70 in 3 months  ... WOW, I want some of that. And ... 

He reads on through the rest of the copy and BUYS!

The difference with the headlines is one carries a big promise and even makes the fulfilment of the promise in weeks.

The other headline, the other carries a negative thought by implying they are the best.

That’s it for now. Thought you’d like to see how subtle differences to web copy can make a monster impact on response. By the way this page hasn’t gone live yet so when it does if Harry allows I will share the conversion ratio’s for you.

Here is the page before

http://www.orangebeetle.com/projects/GOLF-IMPROVEindexb4.htm

Here is the page after

http://www.orangebeetle.com/projects/GOLF-IMPROVEindexaft.htm

Hope this’ll help you with your own web pages. 

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