With the downturn in the economy, companies are searching for cost-effective, measurable ways to thwart sagging sales figures. Naturally, they have turned their attention to online niche marketing as a way to generate sales leads. Many marketing and sales professionals, however, focus their time and money on creating an aesthetically appealing Web site rather than one with engaging, actionable copy.

“Companies today need to focus on the words they are using to communicate with their prospects, and how they leverage this content to maximize their online exposure,” says Jon Wuebben, author of Content Rich: Writing Your Way to Wealth on the Web. “At a time when more companies are chasing fewer prospective customers, ensuring your online copy is strong and then accessing the viral nature of the Web to get it out there can put you well on your way.”

To begin harnessing the power of online marketing, Wuebben offers these seven proven copywriting tips:

1. Make your copy conversational. Connect directly with your potential customers by writing copy in a conversational tone, as if you were talking to a friend. It enables your message to be easily understood.

2. Use bulleted lists. Long paragraphs are hard for people to read and will tire their eyes. Use bulleted lists to promote your products and services, as well as your site’s features and benefits. These lists will stand out as your prospects move through your site.

3. Limit the number of words per page. Each page of your Web site should be limited to 350 words. A wordy Web page can overwhelm customers and best prospects and cause them to quickly leave your site. So instead of being “copy heavy,” try to be “quality heavy.”

4. Create a more interesting read. Ask yourself the following questions about your Web site: Does the copy grab you? Is it interesting and informative? Is there variety in the copy layout? If the answer to any of these questions is no, then you need to edit the copy and create a more engaging read for your visitors.

5. Use headings and subheads. They break up the page, much like bulleted lists do, and are a great tool to get visitors to zero-in on specific information.

6. Use the AIDA (attention, interest, desire, action) method. Your Web site and its copy should grab readers’ attention, build their interest, and create desire so they will take action — in that order. This method is perfect for generating sales leads and getting new customers.

7. Ask for the sale. Make sure that your Web copy includes specific calls to action that compel your visitors to take the next step in the buying process. Are the words “Order Now” next to your product description? Is the phrase “Click here to get your free newsletter” visible anywhere? Add these calls to action to motivate your visitors.

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