Words That Sell
How do people find
you on the Internet?
Through words, of course.
Carefully chosen words and keywords will determine your website or
web page's rankings on the Search Engines, and will pull visitors
to your site.
Not just any visitors, but people who want and need your product or
Once they've come to your site, how do you ensure you make
Again, through the right choice of words.
Words prompt people to think, consider the options, decide, and
most important, take action.
Words make the sale
What are these words?
- Credible words
It's important that your web content is believable
and sincere. Or you may drive visitors away instead of attracting
Millions of sites use words that are overstatements or exaggerated
claims. Words like "killer apps", "incredible results",
"never before", "world-famous", "extraordinary
features" and a whole lot more, usually followed with several
exclamation marks!!!!! Limit yourself to a single exclamation
mark where relevant, or drop those marks altogether.
Unless the words above are backed up by research or documented
evidence, most of your visitors would discount the exaggerations
and feel the claims are untrue. How would they trust you with
- Simple words
Use quality words, information-rich words, yet easy-to-understand
- Powerful words
Use keyword-rich and targeted
words, designed to bring the right people to your site.
This is specially important while writing descriptions
and ads to promote your site,
writing headlines and subheads,
writing words in bold or coloured text for easily scannable
- Action words
Words like "Free offer", "Free
resources", "Big Discount", "Sale",
"Free trial", "Try us out", are powerful action-generating
Use research to back up claims of product superiority.
Use client testimonials
to assure people that you deliver on your promises.
If you add links that lead to
more information on the subject, your visitor can check out the
authenticity of your statements.
Quotes from experts in the field
you are writing about, add weight to your statements
- Thought-provoking words
How often have you read a whole article because the headline triggered
a whole thought-process?
This is a highly effective way to draw
the reader's attention.
And, as you know, readers are 25% slower while reading on the
All the more reason to grab their attention:
- with a question in the headline
- with a paradox or apparent contradiction in facts
- with a bold statement that refutes popular beliefs
Naturally, such attention-getting devices have to be backed
up by persuasive content that retains the reader's interest
or puts forward a different point of view
- Persuasive words
Just like a salesman in a shop or office, your content needs to
sell a product or service.
The difference is that the Web is a virtual
showroom, where you don't have the advantage of using body
language like energetic gestures, smiles and a tone of voice that
draws and holds attention.
Your visitor has the freedom to click out of your website at any
time she chooses.
The words you use can persuade her to stay, take
a tour, look at the services you provide, see
what other clients have to say, buy your product or give
you a project.
- Don't force the sale
The best salesmen know when to persuade and when to withdraw,
to let their customers make up their minds whether to buy or not.
Sometimes, your customer may check out your site with interest
and yet not make a purchase until he has checked out other sites
offering similar products. Don't give up! Once his interest is
aroused, he may come back to you a week later and buy a product.
This is when your response to
email or telephone enquiries (so dependent on words) will determine
whether he is encouraged to come back or to give up the idea of
buying from you.
Ready to get down to business with
words that sell?
Entheos wishes you all the best as you follow the tips above
to make your website work harder for you and help your business
Contact Entheos for professional content writing services.
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