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Title: How to Test Your Web Headlines and Web Site Home Page to Sell More 
Products and Services
Author: Judy Cullins
Copyright 2004.  All Rights Reserved.

Category: Web

Words: 561

Judy Cullins, M.A.

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How to Test Your Web Headlines and Web Site Home Page to Sell More Products 
and Services
Judy Cullins 2004 All Rights Reserved.

A client asked me, at what point do you change your Web site when not making 
enough sales? My answer? Within a month because as long as your ad copy is 
weak, those weak sales numbers will continue. 

Your coach is number one on Google and 35 other search engines with the key 
words, "book coaching." While web site hits were high, I noticed a below 2% 
conversion rate for one top eBook. The culprits?  My homepage headlines lead my 
visitor to the book's sales letter. My sales letter lacked enough 
benefit-driven headlines and benefits to convince people to buy.

Ways to Reach your Web Site Sales Dream

Test your web site headlines and web home page content to be sure your sales 
message is strong. 

Through email, send a casual marketing survey. Send different Web site parts 
such as each headline that takes the visitor to the sales letter or the sales 
letter itself to your friends, business associates, other writers, and 

Say, Dear friends and Associates, "I need your brain." My Web site is not 
selling this product or service (name it) well. Let me know what phrases or 
benefits convince you to take out your credit card and buy my product?  Will you 
rate each of these parts?

1) Home page and sales letter headlines. Includes four or five varieties of 
one headline. Ask your associates which headlines convince them to look further 
at other site parts or buy your product or service. To make things simple ask 
them to vote from 1-5 so you can see how to change it.

2) The "who" I am. Include several blurbs on your purpose or bio. Ask your 
associates to vote from 1-5 and add new phrases they think are stronger. 
Remember, you site is not about you; it is about your potential customers. Make sure 
your bio is short enough (one paragraph) to make room for what 

3) Benefits and features. Know that you need to answer the question by your 
visitor, "What's in it for me?" 

>From a working list of 5-10 benefits and 5-10 features, choose the top few to 
include on your web site home page. Benefits are outcomes your buyers want 
after they use your product or service such as more consistent higher income, 
saving time and money, or creating a balanced life. Benefits sell, features 
explain or describe your product. Features include phrases such as "5 steps 
to...," or "7 Sure-fire ways to ..."  Once you know the difference, then you can 
combine them to read something like this: "7 Sure-fire ways to increase profits 
from your eBook."

In your survey, ask your people which phrases work? Which ones convince you 
to order or buy?

Give people a finish line so you can gather this valuable information 
quickly. Offer a free report or eBook to anyone who takes the time to respond. Give 
them all the vital contact information in your signature file at the bottom 
with hyperlinks to your email to make it easy. 

Bring those visitors back for more, applauding you and saying BRAVO! This 
24/7 marketing team will create a buzz about your great site, and send you many 
more visitors through word of mouth.
Judy Cullins: 20-year author, speaker, book coach
Helps entrepreneurs manifest their book and web dreams
eBk: "Create your Web Site with Marketing Pizzazz"
FRE.E "The Book Coach Says..." or Business Tip of the Month -- mailto:[EMAIL PROTECTED]
Orders: 866/200-9743 -- Ph: 619/466-0622

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