The Conversion Chronicles, resources for improving your online conversion rates

Articles about writing web site copy and content


Copy and content writing is the most important aspect of website conversion. It simply doesn't matter how easy your website is to navigate, how good it looks or how clever your programming, if your content and persuasion is poor, then your website is poor.

How Adjectives Can Kill Your Conversion Rate

The billboard featured a close-up of a large slice of steaming pizza. And the headline said: “Ooey Gooey Pizza.” A woman walking by (and this is a true story taken from a respected medical journal) read the billboard and then promptly lurched into some nearby bushes to throw up.

Now, granted, this was a pretty severe re.....

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Is a “nicey-nice” attitude holding back your copywriting?

I regret to report that when I was in high school, I was one of those geeky people on the debating team. I didn’t have glasses or a pocket protector, but I had the falling down socks and the intense demeanour. Much as I regret those days, I can tell you that my husband regrets them even more.

Whenever we have a discuss.....

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Improve Your Communication To Improve Web Conversion

The following questions were asked by Jennifer LeClaire for ConversionPress.com's upcoming book Sell Now. I thought that Conversion Chronicles readers might like to see what I answered before anyone else.

How does one design a web site for results?

The correct answer is “It depends”. Allow me to e.....

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How to write copy that people actually want to read

You’re sitting at the kitchen table with your 16-year-old son. “Listen, Jason,” you say. “I’m tired of the way your room is always a mess. And do you realize, you never help with the chores and you’re always rude and sullen to the rest of the family?”
STOP! Freeze frame! You’re still at the kitchen table with your son, but.....

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When Keywords Don't Deliver

If you’ve been working with keyword optimization for a while, you know there are times when some great keywords drive tons of traffic to your site, but the resulting conversion rate is terrible.

I have spent many an hour scratching my head, wondering how it is that I’m pulling in tons of visitors with a very relevant k.....

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