We receive a lot of emails from clients on how to write the best sales converting copy on their sites to ensure maximum conversion.  Below is a list of our top 10 tips on how to effectively write online sales copy that should apply to anyone asking for assistance on the topic of writing effective online sales copy:

1. Load speed of your page is not only important for search engine optimization but also for sales conversion.  When writing your online sales copy make sure that the page itself will load quickly so site visitors will wait for page load to even read your sales copy.  If they have to wait they will leave before reading.
2. Always write the sales copy from the customer’s point of view. After writing your online sales copy read it after asking yourself Why does this matter or help the customer?  If you can’t answer that question then rewrite the sales copy.   
3. Customers buy benefits not features. For example, if you were selling a digital camera with 10mp highlighting the 10mp without explaining the benefit of it (i.e. high quality resolution, etc.) will not help conversion.  Always write online sales copy that talks to the benefits not just features.
4. What is your unique selling proposition for your product or service?  Everything you write must be able to answer that question.  If this is answered well it will help your offering stand out from the hundreds or thousands of other competitors selling the same product or service.  Some unique selling propositions could be based on best price, best warranty, etc.
5. Place the headlines of your sales copy where your site visitor will see it first and arrange your page layout in a clean and simple presentation.
6. Below the headline with the first paragraph of your sales copy should solve a problem or clearly communicate what benefits (again not features) the prospective customer could expect if they buy your product or service.
7. Testimonials or case studies from credible sources will definitely help encourage online sales or call to action conversion. 
8. Use graphics (images) or videos to compliment your sales copy by showing the experience to the site visitor.  Images are also great for helping the visitor to be drawn to specific areas of the page.  Just be careful not to hurt the fine balance between complimentary and chaos.
9. After working at your company for just a few days you start drinking the corporate kool-aid.  Remember that your customers do not work at your company and will not know what certain acronyms, abbreviations or trade terms mean.  At iClick Solutions we have this problem a lot.  Presenting to a client recommendations on SEO and PPC does not help anyone if the client does not first understand what SEO (search engine optimization) and PPC (pay per click) are and how PPC and SEO would be of benefit to them and their customers.  Use the online sales copy language that your least informed customers might use and be sure to expand on what everything is to play it safe.  We use the “would my mom understand” test on everything we write.  Unfortunately if your mom is Web 2.0 savvy then be careful. 
10. A common question is how long can the copy be and our usual answer is that the copy can be long; however, if each paragraph is not written in a way to get me to want to read more than all that boring additional copy will not help the conversion.  Your site should be written for users and not search engines but as a search engine marketing company we try and place a good balance here.  The extra copy could help your search engine ranking position if the copy is relevant to that page so a little extra might be okay. 

Hope that helps.  If you have any other suggestions or questions please let us know by commenting on this blog post on 10 Tips To Writing Effective Online Sales Copy