The Top Ten Ways to Attract Buyers, Not Just Visitors to your Web Site

Have you put a lot of effort, time, and money into your site and are frustrated with low sales?

If you are like many professionals out there, you know your subject; you are excellent at your craft. You have a great service and maybe a great product to sell.

You may have hired a web master who didn't have a marketing background. You may have written home page copy about your mission and who you are. But when sales fall, you need to look at what's missing in your Web copywriting. You have only 10 seconds to impress your "to be" buyer.

Here's the top 10 ways to attract buyers, not just visitors to your web site:

1. Preplan and know your Web site's purpose.

When visiting other Web sites, do you often wonder just what they are about? What are they selling?

Without a clear purpose of what your web site does, your visitors will be confused and leave. First, make a list of everything you want to sell from the most important one to the least.

2. Write dazzling home-page copy.

If you don't give your reader a reason to buy or read further, she will disappear fast. For each product or service, write a benefit-driven compelling headline that leads your visitor to more information contained in your sales letter. You may have four different headlines on your home page because you want to sell four top products.

3. Use sparkling testimonials from the rich and famous on your home page.

On my site, a specific, outstanding testimonial by a fellow professional leads my visitors to my top-selling book "How to Write your eBook or Other Book Fast" sales letter. Make the whole testimonial a link.

4. Sprinkle testimonials throughout your web site.

Use at least five in each Web sales letter, on your coaching pages, free articles pages, and your teleclass pages. Most web sites miss the boat with just one link that says "testimonials."

5. Use a power benefit driven headline with specific benefits.

From your coach's web site this headline links to the sales letter for two books, "10 Non-Techie Ways to Market your Book Online," and "How to Market your Business on the Internet." It says "Discover How in Only 4 Months you can Quadruple your Monthly Book or Business Income and Reach 10,000 to 100,000 Internet Users Who Want your Information--GUARANTEED-To Move you to the Top Profits You've Been Dreaming About."

6. Make your layout clear, clean, and consistent.

You need to organize each page in the same layout-such as left centered, right centered, or centered. If you mix designs, your would be client or buyer will think you unprofessional. Go to other Web sites and choose a design that resonates with you. Keep every page in the same format.

7. Use color, font changes, and small graphics to spice up your site.

When visiting a popular site I couldn't even read it and get the email address because it was so dark. Use red and dark colors sparingly. Use a lot of white space between short paragraphs. Use graphics occasionally, but make sure they are small enough to load within ten seconds. Visitors are impatient and want information fast. Without easy-to-read and clear navigation, your visitors will leave.

8. Check your site often to see if you have any glitches.

Visit your site every week with a visitor mind set. What's clear? What's compelling? What turns you off? What do you like? Would you buy from you?

9. Put your content rich information beneath the headlines in short paragraphs.

When a visitor sees a long line of print, he gets discouraged because he wants his information fast, clear, and concise. Make each paragraph only 4-6 lines. Online readers want easy-to- read material they can get the main points from by skimming, and they want it faster than light rays.

10. Be consistent with your headings and body fonts.

Do not use all capital letters in your articles or headings. Make them upper/lower case such as *Sell More Books with a Powerful Back Cover.* Web copy is different from book copy. On the Web, make your headings in Times Roman or other with serif (tails) font. For the copy use Ariel 12 font without serifs because it's larger, and easier to read. This style is just the opposite of how you use fonts in your books.

When your web site thoughtfully helps your audience with a lot of fre.e information and shows them how to make a decision to buy, you can quadruple or more your web sales in just five months.

Judy Cullins, 20-year book and Internet Marketing Coach, Author of 10 eBooks including "Write your eBook Fast," and "How to Market your Business on the Internet," she offers free help through her 2 monthly ezines, The Book Coach Says...and Business Tip of the Month at"> and over 140 free articles. Email her at


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Organization gives former San Francisco 49ers star ambassador of conscience award for kneeling at games to protest racial inequality

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Trump lashed out on Twitter after Maggie Haberman contributed to a story suggesting Cohen might cooperate with federal investigators

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Cyril Ramaphosa travels to North West province where police have fired rubber bullets during protests over alleged corruption and failing services

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Fears unrest over social security reforms may grow as more demonstrators join in and the state responds with heavy hand

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Opposition leaders file court action against PM’s chief of staff and former energy minister

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Protests in Gaza, evacuations in Syria and the Commonwealth Games in Australia – the week captured by the world’s best photojournalists

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‘Bicycle Day’ on 19 April is the 75th anniversary of the day Albert Hofmann accidentally discovered LSD, changing his perceptions – and the city’s future

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For decades, Haifa has been Israel’s model of what a ‘mixed’ Jewish-Arab city could be. But as the country’s 70th anniversary nears, the strain is showing

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Perth, Darwin, Adelaide, Melbourne, Brisbane, Hobart, Canberra and Sydney have Instagram presences as distinct as their characters

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Gay’s piece sparked a passionate and informed response, with nearly 1,000 comments discussing Melbourne’s rapid growth and changing character. One long-time resident wrote: “It is still a great place to live but is rapidly sleepwalking to a future where it will have lost so much and be unrecognisable.”

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Taps in capital city of Maputo being turned off every other day as climate change exacerbates southern African drought

In the township of Chamanculo, in Maputo, Mozambique, a network of household taps made the community water pump obsolete years ago, freeing residents from the daily burden of lugging massive jerrycans of water long distances.

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A new exhibition in Rotterdam uses the films of Trump’s former right-hand man to examine the visual art of propaganda

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North Korean leader’s surprise freeze should be seen more as diplomatic manoeuvre than step towards giving up warheads

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Finance minister defends delay in calling inquiry, saying it was a ‘sober and deliberate’ decision
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Kelly O’Dwyer has been forced to admit consumers will benefit from the banking royal commission, while repeatedly refusing to concede the government was wrong to delay it.

Asked almost 10 times whether the government should have ordered a royal commission into the banking industry earlier, the minister for revenue and financial services refused to answer, repeatedly deflecting the question.

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A handful of recent convictions show troops are starting to be held to account, while the military are listed for the first time on a UN armed forces blacklist

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Index on Censorship honours a young collective sharing their experiences on social media of life in a land plagued by violence, corruption and poverty

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Information has become as factionalised as politics, an echo chamber of competing narratives. Into that vacuum, however, a group of young Congolese bloggers has attempted to inject an alternative voice.

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Reports of serious safeguarding incidents to the watchdog in February and March were three times figures for last year

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Along the narrow alleys of one of India’s largest bullion markets, men and women scrape a living scouring the dust and even the drains for specks of the precious metal

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Study in England and Wales reveals senior leadership of organisations such as Oxfam and Save the Children is significantly less diverse than FTSE 100 firms

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Two-thirds of young people think abortion should be legal in all or most cases – a glimmer of good news in a time of few wins

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We have been on the cusp of a breakthrough with North Korea before, only to be disappointed. There will be a lot of questions. But there is no need to be recalcitrantly hawkish about this. Within the limits of North Korea’s strained credibility, this is a win for allied security.

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Divided UN heads for a retreat to remote corner of Sweden with the hope of thawing tensions

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But this peaceful, secluded corner of Österlen, the southeastern corner of the Swedish county of Skåne, will on Saturday be crawling with specialist security officers, diplomats and journalists as the UN security council meets for its annual retreat.

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The Stonewall chief executive, Ruth Hunt, talks to Owen Jones about her shock at the level of vitriol directed at transgender men and women. She says the scale of abuse in the UK has contributed to high levels of self-harm, mental illness and suicidal thoughts in trans communities

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New Zealand prime minister proposes a toast to the future of the Commonwealth at a dinner hosted by the Queen at Buckingham Palace. In it she said the group of nations was uniquely placed to offer a strong voice on issues such as climate change, clean oceans and democracy. She then quoted a whakataukī (proverb): 'What is the most important thing in the world? The people, the people, the people'.

• Jacinda Ardern wears Māori cloak to Buckingham Palace

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Ri Sol-ju, the wife of North Korea's leader, made her first public appearance as first lady last weekend at a ballet performance by a visiting Chinese troupe. Kim Jong-un's decision to give his wife the title is widely seen as a major boost to her status before summits with South Korea and the US

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Speaking to the media in Florida, Donald Trump passes up a chance to say whether he will fire special counsel Robert Mueller and deputy attorney general Rod Rosenstein. Trump says there's been speculation that he would get rid of the two men for months but that 'they are still here'

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Jacinda Ardern, the prime minister of New Zealand and Justin Trudeau, the prime minister of Canada, join London mayor Sadiq Khan to take questions on gender equality from young Londoners. In a Q&A session, the two heads of states touched on gender equality, feminism and how to bring about change in society

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The Guardian’s picture editors bring you a selection of photo highlights from around the world

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