Case Study: Taking a Dud Website to a Lead Generating Machine

Today I’ll talk about taking a website that’s a branding eyesore or a postcard, in short a dud, to being: a Lead-Generating Machine! That’s leads, as in prospects… not lead as in metal. After many years of researching and working on website copy and content, I finally created a webinar with a live website case study (which I pick apart).

What I look at in a website content review goes quite deep. First, it looks at logical reader progression – does the website copy flow normally and easily down the page? Are the important parts hidden away or are they nice and clear?

We need to find out WHO you are talking to and what language to use. That’s how we choose the style of voice in the first place.

But we also look at brand tone of voice – does it align with the brand personality, values and the company story. Or is it just plain dull.

Next, we need to develop relevant content (pages or posts) to reach prospects where they already hang out. Research what they ask within keyword searches.

You then have the technical SEO elements to think about. So, any duplicate content, duplicate tags, missing images, errors from lost links to pages, no descriptions, etc.

Importantly, when consulting, I look at whether your marketing system (CRM) or sales people are capturing the leads and following up with them fast. And whether there is a website lead magnet offer, trial, etc and how visible that is.

Then there is the email marketing system and the blog-to-social-media system to look at. Is that all taken care of? Is the blog limping along…? Can better headlines mean much better reader attraction?

So, target market research and article marketing is also part of the picture.


If you want a Better Website and a Lead-Generating Machine

If this is all making your head spin, then please:

Join my live webinar on first Monday of every month… (7 pm). You can also ask questions about your own marketing:


Copywriter Confessions 1

Make Your Words Come Alive… Copywriter Confessions

Copywriter confession #1.   I confess I have written thousands and thousands of uncaring words:  words that persuade; words that strive to create authority, words that lure the reader into a promotion.

Then again, I have also written words that stemmed from the heart. These words are on my personal blog. Often I only post once I have learned a particular thing. Other smaller updates on Facebook or LinkedIn are top-of-mind and are intended to help or guide.

But I also read other people’s marketing copy. Much of it is familiar.

Copywriter confession #2.   I confess I was tempted to re-write the formulaic copy of another copywriter many times, but I stopped and re-read the USP (unique selling proposition) until my eyes swam with wavy lines. That USP will become like the main umbrella, off which many valid selling points of each service/product will flow. A strong framework holds an umbrella in a gust of wind.

How to Win Leads and Influence People

Swathed in keywords, the message is trotted out in urgent, conversational tones, like you the reader are a dear friend. The product a brilliant thing you really must try, but be quick because this offer is only available till the 25th. The coaching service a necessity, due its time-saving, stress-relieving nature… The business-boosting advantage of this service is way more useful than a cup of tea. Features, benefits, advantages: these are the copywriter’s utensils.

So go be a web copywriter, write the web afire with your keyword rich, benefit-laden copy.  Do not write what ‘comes to mind’. Do not re-write the meaningless jargon that is currently afloat in the marketing flotsam and jetsam.

Simple words, short words, easily-understood sentences: this is the only prose we need.

We don’t need to ‘sell out’ to sell… just confess your previous writer sins and learn how to write from the heart.

Take your background, your paradigm, your life meaning to the art of copywriting. Where types of business writing are as many and varied as fine art: speeches, white papers, case studies, how-to articles, journals, industry news. Give those pieces authentic life and richness.

Learn How to Write Copy from Book Stories

Think of all the narratives, each with their own distinct voice. A compelling, real story and a present tense action and dialogue to tell it — how divine.  A powerful message of hope within a memoir. Same with your copy. One time, I wrote about the experience of receiving, opening and using the product as if I was the awaited user.

Headlines Sell

Headlines – make them catchy and to the point. Let’s find the best headline we can, the most intriguing. You already know that snappy book titles sell books, while headlines in web blogs or copy ‘sell’ the content.

See these books below to help you learn how to write headlines and copy.

Headlines that make you rich – by David Garfinkel


Why is the Power of Words important?

More than 20 years ago I found out that some words have more powerful emotional resonance than others. These ‘power words’ are often used by copywriters — usually in headlines — to induce a subconscious reaction.

Copywriting is any writing that persuades or influences. I wanted to use powerful words in client sales copy and other writing, and so, Power of Words was born. (At www.pow.net.au).

Although this Unbounce article on power words believes that ‘easy’ and ‘bargain’ are both power words; these never appeared in the original list of the most powerful English words by the psychology department at Yale University. Here are the 10 power words:











* The no.1 most powerful word found in studies

Also worth a mention, when you want to write a sparkling headline, include one of these:

HOW … as in How to (solve a problem you have)



Why I Turn Your Business Writing on its Head

The reason that I turn most business writing around and take out many of the we’s (if meaning ‘the company’), is because everyone is most interested in themselves. If you want to sell more widgets or sign up more subscribers, then speak directly… using ‘you’ or ‘your’. Don’t bother with puffery, jargon, and longer words than any news report; just use plain, conversational language.

If the writing is friendly, understandable, and it contains at least one call to action, then we as copywriters have done our job. At the end of the day, people buy from those they like, not those they can barely understand.

By the way, your organisation can learn the art of copywriting… an art that will keep on paying the business bills. Just call me on 0403 125 038 for a consultation in or near Redcliffe, Qld.




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+61 - 0403 125 038
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