Don't Ignore Those Other Pages!

I want to pass along a tip for fellow copywriters and Internet marketers. It's actually a reminder, really.

When writing website content, most writers will spend most of their time on the home page. Makes sense - the home page is where 80% of the site's persuasive work is done, in my opinion.

But don't neglect the other pages on the site!

There are a lot of reasons why you should make sure to sell on every page of a website. One is (due to the incessant hyperlinking of the Web) the fact that someone visiting your site may not arrive at the homepage first. In fact, chances are good they won't. If visitors arrive at your Services page, or your About Us page, what's there to sell to them?

Each page has a different focus, but there's no reason you can't incorporate sales into each message. For instance, all it takes to sell on a Services page would be a paragraph or two about XYZ Corp.'s unique expertise in Service A. Or maybe links from each service description to a case study involving that service.

Selling on websites is not like print. You can get away with more flexibility, a softer sell, and adding in more information than you could in a print ad. You'll have to experiment (and test ruthlessly!) with these and more ideas, until you find a strategy that will work.

For EVERY page on your website.