Make your Call To Action Clear – Your visitor is not a mind reader, keep the call to action button or sign up form above the fold
Write in Second Person – You or Your not I or we
Be Persuasive (not clever) – Inform, Persuade and Motivate
Be Crystal Clear – What do you want them to know what do you want them to do
Keep important stuff firs and in bullets – It is harder to read on a screen. People read half the speed. Make your points in first and last sentence or first and last bullet
Use Bookends
Keep it short and vary the length – The first paragraph should be 1-2 lines. No paragraph should be more than 4-5 lines long
Write to the screen environment – Keep testimonials and call to action above the fold, test on several browsers
Don’t ask for what you don’t need – don’t make forms to long or all field mandatory
Wharton has written two papers on the effect of geography on Internet retail sales.
The first paper concludes that off line word of mouth is more effective than online word of mouth. This should clue marketers in how to more effectively manage referrals.
The second paper concludes that long tail strategy is valid and the paper supports a niche oriented sales strategy.
