Capturing Leads for Your Client

The key purpose of driving traffic to your client’s website through effective SEO copy and PPC ads is to make sales. But not all customers are ready to buy during a first visit. If a visitor comes and goes without buying anything, your client has no way to follow up with him again later. That is, unless your client has a good plan in place for capturing leads.

A well-written website should include a plan for capturing leads – i.e., email addresses of visitors – as well as a strategy for periodically contacting that growing list of prospects through email.

Next week you’ll learn all about writing for email campaigns, but first let’s do a little prep work. Let’s look at three ways you can help your client capture leads … all of which can mean extra copywriting income for you.

  1. Offering a special report: One of the most common ways to capture email addresses is to offer a special report on a topic related to the theme of the website. A visitor enters his or her email address into the website, and the special report is then sent to them. This gives you two writing opportunities – the report itself (a typical 8- to 12-page report can earn you a quick $300 to $800) and the copy for the webpage promoting the report.
  2. Providing an e-newsletter: Another common way to capture email addresses is to offer a useful email newsletter – or e-letter – that is sent out daily, weekly, or monthly. Your client will need a webpage to promote the e-letter. And the e-letter itself can turn into new, ongoing writing opportunities for you.
  3. Members-only content: A third way to capture leads is to offer members-only content. The prospect isn’t charged for access, but he does need to register his email address for full access to articles on the site. For this strategy to work, your client will need regularly updated website content, including articles, reviews, press releases, or special offers. The leads for each should be keyword-rich to bring even more traffic to the site and to entice readers to sign up.

And don’t forget the email promotions your client will want to periodically send to their growing prospect list – that’s yet another writing opportunity for you … one that you’ll learn all about next week. Stay tuned!

July Copywriting Insider Recap …

Writing for the web is a huge opportunity for copywriters, and there’s a lot to learn before diving in. This month we’ve done our best to introduce you to the hottest, and yet we’ve only scratched the surface!

In case you’ve missed any of the articles in this web series, I thought I’d recap them for you here:

We first explored four of the most lucrative opportunities for copywriters who know how to effectively write for the web. And then we started digging deeper into each one …

First up – the website copywriter. The Internet is fertile ground for copywriters who take the time to learn how to write and/or improve each page of a client’s website. We showed you how big the opportunity is and how to effectively write the most indispensable page on the Internet.

Then we tackled building credibility into webpages, before identifying three places to look for clients in need of your online copywriting services.

Next up, we revealed how to quickly earn $750 for writing a single page of copy and what it takes to get started as an SEO copywriter, before mastering one of the most important components of SEO copywriting.

After that we gave you the inside scoop on how to write pay-per-click ads that will drive the website traffic your client hopes for … and then some. And finally we outlined the pros and cons of a PPC ad and SEO strategy so that you could correctly advise your client on which is right for them.

And if you can believe it, we’re not done yet! Next week we’ll look at what many feel is the MOST lucrative opportunity of all for web copywriters. You won’t want to miss it …

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: July 22, 2008

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