Once you have constructed your web copy, it’s important to evaluate your work to make sure you are getting the right message out there.

Go through your web copy and measure the most important elements of your website on a scale of 1-10. Ask yourself the following questions:

Headline

• Does the headline read like an interesting editorial instead of an ad?
• Does the headline incorporate a compelling promise or point to a benefit that’s important to the target audience?
• Does the headline call out to the target audience?
• Does the headline cause the reader to read the sub-headline and/ or the first paragraph of the web copy?
• Is this the best possible headline for the objective?
• Is this the best headline for the target audience?
• Is this the best possible headline for the product or service?

First Screen

• Does the first screen give the web visitor a compelling reason, in the first 5 seconds or less as to why he or she should stay and read on?
• Did you make sure that the logo, company name, header, graphics, and other non-selling features did not take a sizable chuck of the first screen?
• Does the first screen follow a linear path? Don’t litter your website with lots of different subjects that will distract your reader, stick to a single message that can lead onto your sales path.

First Paragraph

• Does the opening paragraph ask a compelling question that grabs attention and points to the result or benefit of the product or service?
• Does the first paragraph cause reasons to continue reading the second paragraph?
• Is your paragraph short, punchy and easy to read sentences?

Style and Formatting

• Is the web copy written in a conversational style?
• Is it easy to read language instead of corporate speak?
• Is it scan-able?

Body Copy

• Does the body copy lead readers down the intended sales path?
• Does the body copy drive curiosity?
• Do all the parts of the body copy encourage the reader to read from start to finish?
• Does the body copy answer the question; will this product really work for me if I use it?
• Does the web copy convince readers that no other product or service can compare to the one that’s being sold on the website?

Testimonials & Guarantees

• Does the web copy employ the use of testimonials?
• Are the testimonials strategically placed in areas where they reinforce the selling arguments?
• Do your bullets first state the benefit that readers will receive?
• Does the close summarise the product/ service?
• Does the web copy convince the reader that the product or service is worth the price?
• Does the product or service being offered have a guarantee that removes the risk from the purchase?

Other Elements

• Is there a mechanism to capture the web visitors contact information? Does it have an opt-in offer feature that targets the audience to give up their contact information?
• Does the web design layout and graphics support the web copy?
• Does it have information of how the product or service will be delivered?

This article is based on the book Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time, Maria Veloso 2005.

Adapted by: Stephanie Williams, National B2B Centre, 31 March 2008

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