22 keys to convince with your webpage content. Learn how to write for your webpage to attract hits and convert them into customers.

1. How to write for the Internet
22 keys to convince with
your webpage content
José Manuel Martínez
E-business consultant and co-founder of Distintiva.com
COURSE

2. 2
1. Don’t embellish; communicate
• Content precedes design > Webpages are not wardrobes to
keep your clothes in
“Lorem ipsum transforms how we read texts. It reduces them to
design elements instead of what they really ought to be:
Valuable information that must be read.”
Getting Real by 37signals
•
To design is to communicate ideas

3. 3
1. Don’t embellish; communicate
“If you leave a kinda puke message about who
you are and what you do, they ain’t gonna call
you back”
Jeffrey Gitomer

4. 4
3.Don’t give a presentation, converse
“Run of the Mill Inc. is a leading Company in its field that offers
its customers a personalized service integrated by
professionals with expertise.
Run of the Mill Inc. offers its customers an exclusive service,
personalized and totally transparent, with professionalism and
satisfaction guaranteed.
This is not language. It’s camouflage:
Blah, blah, blah
Right, the usual spiel
What’s in it for me?

5. 5
3.Don’t give a presentation, converse
It’s not what you say, it’s how you respond
You have 5 SECONDS to reply:
1. What do you have to offer me?
2. What makes your offer better than all the rest?
3. How are you going to show me?
4. Why should I believe that you won’t just take the
money and run?

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8. The 20 % rule
“At a realistic estimate, users will read just 20% of
the text on an average page”.
“The most usual behaviour is to be brutal in ignoring
details. But once your prey is caught, users will
sometimes plunge right in”.
Jakob Nielsen

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19. The architecture of persuasion
• Appropriate categorization by customer type / shopping
profiles
• Persuasion and context (best-selling products,
offers,...etc.)
• An intelligent layout of internal links
(SEO positioning, behaviour routes and conversion
pages)

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20. Techniques of persuasion
• Fear of being cheated > Advertizing based on
argumentation and credibility
• Fear of making a mistake > Identification for imitation
• Fear of acting on impulse > Risk of cancellation
Barriers

9. 9
21. The Homepage
• To put across your value proposition clearly (expressed as a
benefit)
• To filter your hits by target audience and/or needs
“The hypertext structure must be based on an analysis of the
audience”.
Jakob Nielsen
You have 5 seconds

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22. DO NOT write in SEOlandish
You do not want to get visits (only)
The search engine helps customers
find our page, but to sell them
you need a different combination
of words.
Use a hybrid language, but
put people first

11. 11
“Words work,
let your texts get the attention they
deserve”
José Manuel Martínez
chema@distintiva.com
http://cursowebcopywriting.com