Writing Web Copy That Converts :: Article 1 in a Series :: Internet Marketing Strategies

When we write ad copy for our clients we use the AIDA formula for maximum impact. AIDA is an acronym for Attention, Interest, Desire and Action.

Creating good copy is a time consuming task. Expect to labor over your content for many hours, to get it just right, or consider hiring a web copywriting professional.

We’re going to begin with the first ‘A’ in AIDA, grabbing your visitor’s Attention. Your headline, or title, is the first thing people will read, in the SERP (search engine results page). If your headline sucks you’re not going to rank well, and even if you do, visitors will skim over your listing on Google to find one that is more compelling.

The Headline

Your headline is the most important element to your website’s human and robot (search engine) audiences. Your title needs to be big and make a bold promise. Give your readers a reason to read on to the next line. Set your headlines in H1 tags so they get noticed.

Sub-Headlines

If the purpose of the headline is to get your visitors to read the next line, the sub-headline inspires them to read the first paragraph. The sub-headline backs up the promise made in the headline.

In article 2 in this series we will discuss benefit content.

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