Conversions Through Action-Oriented Copywriting
Thackston © 2005
I do site reviews.
Needless to say, I see a lot of Web copy. One thing that always befuddles
me is the lack of focus many site pages have. It's as if the writer assumes
the site visitor will read the copy and automatically know what to do next.
The fact is you have to know what action you want visitors to take before
you get them to take that action. That means knowing what the preferred action
you want visitors to take is, before you write the copy.
Think About It
Before you pen one word (for the Web or any other marketing medium), stop
and think. "After reading this copy, what - specifically - do I want my site
visitors to do?" Maybe you want them to click deeper into the site. Perhaps
you want them to buy right then and there. It could be that you'd like them
to call to discuss your product or service. Make a donation. Subscribe. Download.
There are thousands of possible actions. Give some consideration to the question
above and choose the action you most want your visitors to take.
Signposts Point the Way
The next step is to include signposts along the way so your visitors understand
what they're supposed to do once they've read your copy. Leaving verbal clues
helps prepare your visitors to take action once the time comes.
For instance, if you run a software site that offers a free trial download,
you can prepare your visitors to get the trial version all throughout your
copy by mentioning "free download" or "free trial." Your copy might read:
Email Lock software allows you to send emails and attachments securely through
encrypted channels. With the free download, you'll discover just how easy
it is to protect your messages and attachments from spying eyes. It's ultra-easy
to use. You'll send emails just as you always have, and your recipients won't
know anything has changed, either. The free trial version is fully functional
and allows you to experience all the flexibility and simplicity of sending
safe and encrypted emails and attachments.
What's happening as your site visitors read? They see phrases like, "With
the free download, you'll discover." OK, where's the download button? Then
they read, "The free trial version is fully functional." Wonderful! I want
it! How do I download the free trial?
They begin looking for ways to take the action you want them to take. So
tell them how!
Ready? And. Action!
Your job is just like a movie director's job. The director has to motivate
and encourage his actors. He tells them why their characters are so important
to the film. The director helps the actors understand the emotions involved
with the parts they are playing. Then, once he has them all primed, he calls
That's what you should do in your copy. Guide your visitors. Lead and nudge
them in the right direction. Show them signposts that point to the action
you want them to take. Then call for them to take that action.
Once you give your copy focus, once you define a goal for the copy and an
action for your visitors, you'll find it easier to write copy that
About the Author:
is a veteran copywriting pro who specializes in SEO copy. If your copy isn't
getting results, let Karon teach you how to write SEO copy that impresses
the engines and your visitors at
Be sure to check out Karon's latest ebook "How To Increase Keyword Saturation
(Without Destroying the Flow of Your Copy)" at