You’ve identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers? Recently I wrote an article explaining how to identify the benefits you offer your customers (http://www.divinewrite.com/benefits.htm). That article challenged business owners and marketing managers to think in terms of benefits rather than features when writing their web copy. What the article didn’t discuss was how to actually write the web copy once they had identified their benefits. That’s what this article is about. (It even gives you a couple of templates you can use to make your job a whole lot easier!) As a website copywriter, many of the projects I undertake are completely new websites. The client has some general ideas about what they’d like to convey, but they need someone who can

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