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First Screenful:
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Does the first screenful give the web visitor a compelling reason -- in 5 seconds or less -- why he/she should stay and read on? (0-7)
- Note: Did you make sure that the logo, company name, header, graphics and other non-selling features do not take up a sizeable chunk of the first screenful?
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Headline:
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| Does the headline stop the reader dead in his tracks? (0-7) | |
| Does the headline read like an interesting editorial -- instead of an ad? (0-7) | |
| Does the headline incorporate a compelling promise, or point to a benefit that’s important to the target audience? (0-2) | |
| Does the headline call out to the target audience? (0-1) | |
| Does the headline cause the reader to read the sub-headline and/or the first paragraph of the web copy? (0-3) | |
| Is this the best possible headline for the objective? (0-2) | |
| Is this the best possible headline for the target audience? (0-2) | |
| Is this the best possible headline for the product or service? (0-2) | |
Does the headline do 1 or more of the following: (0-1)
- Appeal to the emotions?
- Use specifics?
- Arouse curiosity?
- Make an announcement?
- Ask a question?
- Begin with the words "how to"?
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First Paragraph or Opening Statement:
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| Does the first paragraph cause the reader to read the second paragraph? (0-3) | |
| Does the opening paragraph ask a compelling question that breaks preoccupation, grabs attention, and points to the result or benefit of the product or service? (0-2) | |
Style and Formatting:
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| Is the web copy written in a conversational style? Does it use contractions, colloquialisms, and easy-to-read language instead of corporate speak? (0-1) | |
Is it scannable? Does it do the following? (0-5)
- Use bulleted lists to summarize content?
- Highlight (i.e., bold, italicize, underline) selected
keywords to help scanners move through the web copy?
- Have meaningful subheads (vs. amusing or clever ones)?
- Present one idea per paragraph?
- Use the “inverted pyramid” style of writing -- that is, key
points and conclusions presented first, followed by less
important matters and background material?
- Are the paragraphs broken down to 2-4 sentences?
- Incorporate interesting stories or case studies, significant facts,
quotes or statistics set off in boxes?
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Body Copy:
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| Is the body copy written in editorial (versus advertising) style? (0-3) | |
| Does the body copy lead the reader down the intended sales path? (0-3) | |
| Was emotion injected into the body copy? Is the body copy built upon proven emotional drivers such as anger, exclusivity, fear, greed, guilt, curiosity, etc.? (0-3) | |
| Do all the parts of the body copy compel the reader to read from start to finish? Did you employ the questions: “What’s in it for me?” and “Who cares?” and “So what?” after writing each sentence -- and remove all sentences or phrases that don’t satisfy those questions? (0-2) | |
| Does the body copy employ the linear path -- with minimal distractions and minimal clickable links that don’t support the sales process? (0-5) | |
| Does it use psychological devices that motivate the prospect to buy? Have all the rational words been replaced with emotional words wherever possible? (0-3) | |
| Does the body copy answer the question, “Will this product really work for me if I use it?” with an unequivocal “Yes!” – and were all possible sales objections addressed? (0-2) | |
| Is the writer of the website’s information identified early in the body copy? Are reasons given as to why the reader should believe the writer? (0-2) | |
| Does the web copy convince the reader that no other product or service can compare to the one that’s being sold on the website? (0-2) | |
Offer, Testimonials, Bullets, Price, Guarantee, Bonuses, and Close:
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| Is the offer crafted in an irresistible manner? Does it establish a Unique Selling Proposition -- and is that USP featured prominently on the web page? (0-3) | |
| Does the web copy employ the use of testimonials? Are the testimonials strategically placed in areas where they reinforce the selling arguments? (0-3) | |
| Does the web copy employ mouth-watering bullets? Do the bullets first state the benefit that the reader will receive, followed up with either: 1) a brief scenario of how their life will change when they get that benefit; or 2) an injection of emotion, drama or intrigue that elevates the desirability of that benefit? (0-3) | |
| Are free bonuses or gifts offered as an incentive to buy? (0-2) | |
| Does the close summarize the offer, employ a persuasive call to action, and inject a sense of urgency by giving compelling reason/s to act now? Is the close written in a style that assumes the sale? (0-3) | |
| Does the web copy convince the reader that the product or service is worth the price? (0-2) | |
| Does the product or service being offered have a guarantee that removes the risk from the purchase? (0-3) | |
Other Elements:
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| Is there a mechanism to capture the web visitors’ contact information? Does the opt-in offer feature an irresistible – and easy – way to compel the target audience to give up their contact information? (0-7) | |
| Does the web design layout and graphics support the web copy? (0-1) | |
Does the order form include the following proven components? (0-3)
- Check box
- Summary of offer, bonuses and guarantee
- Price
- Assurance of secure ordering
- How the product or service will be delivered – and when
- Testimonial as reinforcement of purchase
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| TOTAL SCORE: | |
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