“Each page needs to have one main call-to-action. In a color that stands out. And that tells people exactly what to do.”

I took the advice at heart to dig into copywriting. I didn’t know anything about copywriting. So this was going to be fun.

With another advisory voice in my head – learn something new every day, read broadly, have wide interests – I purchased Henneke Duistermaat’s How To Write Seductive Web Copy, after doing some research on the web looking for the best books on copywriting. (Why not some webinar or YouTube video? I feel so lazy when I do that. I don’t have that when I am reading. Video learning is challenging to me. Like exercising on a home trainer. Boring. Can’t concentrate.)

So I read the book. This book is outstanding in conciseness. Duistermaat gets to the point and is very practical.

Henneke Duistermaat is an internet marketing expert and founder of Enchanting Marketing and author of a number of very practical books on copywriting, blogging and marketing.

I learned a lot. Very simple messages.

Get a clear picture of who your audience is – write their biography.

Your value proposition is what you write on a billboard: a headline, a few bullet points, and an image.

What is important as well is to have a simple but clear view on the problem you are solving for your clients.

Let’s start with writing your headline. Four different options exist: You state simply what you offer.  You mention the key benefit of working with or buying from you.  You tell readers which problem or hassle you help avoid.  You ask a question to target customers who are right for you.

Your product page shouldn’t be descriptive; it needs to sell your products or services. This is how:  Write for your ideal reader. Focus on the benefits you offer and the problems you avoid.

The question your about page should answer is this: Which problems do you solve for your customers? Don’t talk all the time about your product, your service, or your business because nobody’s interested. Talk about your prospect’s problems. Explain how you solve these problems. Tell your readers how much happier they’ll be if they let you solve their problems.

Gain the trust of your customers. Show them you are not bullshitting or wasting their time. Get personal.

When you engage emotion and the senses, people get transported to a different world. Allow prospects to experience working with you, and their defenses against sales pitches are lowered.

You need to work hard to gain the trust of potential buyers. An easy way is to provide case studies and testimonials, or to include logos of business you’ve worked with, or publications you’ve been published in.

Often people want to get to know you more personally. Rather than focus on an immediate sale, get web visitors to sign up for your e-newsletter.

Also, on your website, Duistermaat provides very clear advice.

Each page needs to have one main call-to-action. In a color that stands out. And that tells people exactly what to do.

Remember that the way you design your web page has a big impact on your persuasiveness.  A few tips: De-clutter each web page and simplify your navigation. Have a lot of white space to create an inviting environment. Use color and font size to show what’s your most important information. Promote readability with large, easy-to-read fonts. Guide your visitors with clear, stand-out calls-to-action.

And links to cheat sheets and other useful materials. Worth every cent.

What to read next.

The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells — By Robert W. Bly

Everybody Writes: The Go-To Guide to Creating Ridiculously Good Content — By Ann Handley