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Website visitors are a fickle bunch. You may have just a second or two to capture their interest and convince them to stick around and explore your site. Once you do so, the real work begins – turning visitors into customers. Luckily, there are things you can do to increase your success.

If you or someone you know needs help creating website text that sells, give me a call. I’m your on-call marketing writer.


Your website is your company’s 24/7 “sales person.” The question is: how good a sales person is it? Are your visitors placing orders, giving you a call, or requesting your free information?

Here are 5 ways to increase the number of visitors that turn into customers:

  1. Create a Good Experience. Everything about your website – from the overall navigation and layout to copy, graphics, colors, placement/visibility of “add to shopping cart” buttons, and more – should be designed to create an easy and pleasant experience for your prospective customers.

  2. Build Trust. Demonstrate your professionalism with a well-designed and well-written website. Confirm that you’re a legitimate business by providing your address, phone number, privacy policy, etc. If you’re selling products online, show that your shopping cart uses a secure connection.

  3. Sell the Benefits. Why should the prospect buy your products or services? Your copy must address the “what’s in it for me?” factor.

  4. Speak to the Reader. Strive to make the reader feel as though the copy is “speaking” directly to him, addressing his needs and questions. Talk about “you” and “your.”  For example, saying “The Expense Tracker can be your secret to enjoying more financial freedom than you ever thought possible” is much stronger than “The Expense Tracker gives people more financial freedom than they thought possible.”

  5. Be Specific. Specifics outsell generalities. Your product isn’t just “guaranteed” – it’s “guaranteed for 20 years.” Your cookbook doesn’t just have “delicious recipes” – it has “115 delicious and easy-to-make recipes for everything from soups and salads to main courses, side dishes, breakfast foods and desserts.”

Finally, don’t forget to ask for the sale! Be sure your website clearly tells the visitor what he should do: buy now, click here, call for more information.

What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon