Website Strategy - Copywriting Guide

Welcome to the 123 Online Effective Copy Guide!

There’s such a vast quantity of information out there on how to make a website work. We know you’re busy, so we’ve tried to condense a lot of information into an easy to understand, information packed format. As you read, take notes on ideas that come to mind on how you can IMPLEMENT these principles into your website. We hope you find the below useful in developing your website into a powerful marketing tool for your business.

Website Strategy:
Two Key Success Factors:

The success of your website will depend on two factors:
Visitors - How many people visit your website is vitally important. Every visitor is an opportunity to achieve more leads or sales. It’s important to market your website effectively to drive visitors to your website.
Conversions - A conversion means that a visitor has actually done what you were hoping they would do when they arrived at your site. This may be filling out an enquiry form, requesting more information, purchasing a product or downloading a free trial.
Conversion Rate

The overall success of your website is measured in your Conversion Rate. This simply means the percentage of visitors your site converts.

Example: Your website objective is to generate more leads, by visitors filling in your enquiry form. If 1000 people visit your website this month, and your website successfully encourages 100 of these visitors to fill in your enquiry form, your website has achieved a conversion rate of 10%.
Identify Your Website Objective
It sounds obvious, but you need to have total clarity on what you want your website to achieve. For most businesses, their objective will be either

a) To generate leads/enquires or

b) To sell products

Some businesses may say they have other goals. For example “showcase their products/portfolio.” But the question is why do you want to do this? You want people to see the work and enquire, turning them into leads. Most objectives will always trace back to these two things.

Developing a strategy of turning visitors into conversions is vitally important. This is done by designing what is called a “Conversion Pathway.”

Conversion Pathway


A Conversion Pathway means the route a visitor will take through the website to arrive at a place where all their fears, concerns, questions, problems, and needs have been addressed. At this point they are ready to be converted into a lead or sale.

How to develop a successful conversion pathway:

One thing that needs to be understood is that most people are not ready to buy or enquire when they visit your website. They are looking to “short list” companies they feel comfortable contacting or purchasing from.

When designing your conversion pathway, you need to understand:

1) What fears/issues/questions/problems/needs your visitors have when they arrive at your website and

2) The order they need these addressed before being comfortable to purchase or enquire.

Firstly, put yourself in your customers’ shoes. Ask yourself, what are their concerns? Examples: Can I afford it? Can I trust them? Are they in my area? Are they any good? Do they offer what I am looking for?

Secondly, put these questions/concerns into a logical order to answer for them. Every business is different. For strongly local business (like a dentist, doctor, mechanic etc), the first question may well be “are they in my area?” For an online shop, the first thing they may want to know, is “do they stock the product I am looking for?”

A typical Conversion Pathway for a localised business may be:

  1. Where are they located?
  2. Do they provide the product or service I’m looking for?
  3. What are their prices?
  4. Are they Credible?
  5. Proceed to enquiry/contact page

A typical conversion Pathway for an Ecommerce online store may be:

  1. Do they have the types of products I’m looking for?
  2. Are their prices competitive?
  3. Do they have secure online payment?
  4. Do they ship in my area?
  5. Proceed to purchase