The Web Copywriting Bible

The Web Copywriting Bible

This step-by-step process is the ultimate guide to effective copywriting for the web.

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Guide Overview

Building a successful startup comes down to having a great product (or service) and knowing how to communicate the benefits and gains to your potential customers. Online, this has to happen within the for 30-45 seconds.

Peep is an expert in the industry and shares the exact process he uses. This step-by-step process is the ultimate guide to effective copywriting for the web covering: the psychology of page layout and effective presentation, effective copywriting structure, tactics to boost conversions and elements to reduce hesitation and purchase anxiety as well as how to write with conviction and authority.

Don't assume your product will be popular. Context is everything and effective copywriting knowledge is indispensable to a successful startup.

Guide Outline

  • How People Interact With Your Website & Content

    • How People View Your Website

    • The Layout Of Great Content

    • Value Proposition Above The Fold

    • Novelty Keeps People Reading

    • Present Information In A Logical, Sequential Pattern

    • Make Your Website Easy To Read

    • Have A Single Goal

    • Keep It Simple (Cognitive fluency)

  • Before You Start Writing

    • Determine Your Target Audience

    • Your Opinion Doesn't Matter

    • Survey Your Audience

    • Map Buyer Personas

    • Identify Your Trigger Words

    • Know The Keywords They're Looking For

  • The Process Of Writing Great Copy

    • Research: Customer, Product And Competition

    • Outline And Guideposts

    • Draft Copy

    • Conversion Boost

    • Revise And Rearrange

    • Test

  • Getting Off To A Good Start

    • Craft Your Value Proposition

    • Elements of a Value Propositon

    • Create A Winning Value Proposition

    • Make It Unique

    • Optimize Your Value Proposition

    • Test Your Value Proposition

  • Writing The Copy

    • Home Page Copy

    • Product / Service Page Copy Outline

    • Define The Problem

    • Build A Connection

    • Describe The Solution

    • Be Specific

    • Provide Sufficient Product Information

    • Use Simple Language

    • Long Copy Vs. Short Copy

    • Create A Strong Call To Action

    • Value Before Price

  • Conversion Boost

    • C = 4m + 3v + 2(i-f)

    • The 6 Principles Of Persuasion

    • The 5 Elements Of An Effective Message

    • Tell An Edgy Story

    • Frame It In The Positive

    • Clarity Trumps Persuasion

    • Social Proof

    • Selling Probability = Pain X Claim X Gain X (Old Brain)3

    • Create Urgency

    • Compare Yourself With The Competition

  • Minimize Friction And Purchase Anxiety

    • Eliminate Noise and Distraction

    • Showcase Your Current Clients, Partners And Press

    • Add Testimonials

    • Risk Reversal

    • Price Anchoring

    • Frequently Asked Questions

    • Make It Easy To Contact You

  • How To Get People To Believe What You Write

    • Don't Use Superlatives, Be Specific

    • Back Up Any Claim With Proof

    • Use Simple Language

    • Make It About Them

    • Engage First

    • Get Them To Agree With The Problem

    • Avoid The Hard Sell, Help Them Find The Right Solution

    • Be Honest About Your Weaknesses

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About The Author

Peep Laja

Peep Laja is a conversion optimization expert. He runs conversion agency called Markitekt and has helped hundreds of companies boost their online results. He has run a SaaS startup for information marketers, an SEO agency in Panama, was in the real estate business in Dubai and dedicated years to do fundraising for non-profits. This has provided him with a unique mix of experiences that have lead him to understand how to write copy that really resonates with the audience. Peep blogs over at ConversionXL.

What Are People Saying

Guide Reviews (7)

Vazishta Antia

- Rated this guide 5 out of 5


- Rated this guide 5 out of 5

This guide is very thorough

Mitesh Dabhi
It's structured in a way that takes you through the entire process of writing, even the pre-writting part. It's easy to follow, very clear.

- Rated this guide 5 out of 5

Great, practical guide to web writing

Mitesh Dabhi
Easy-to-follow and practical tips. Useful for anyone from people that are just starting out in web writing to pros who want a comprehensive checklist to refer to, when writing.

- Rated this guide 5 out of 5

At first, I didn't expect a lot.

Elijah Woolery
When I first heard of this course, I thought "uh oh, not another one." I've seen so many guides and courses on copywriting that it overwhelms me just thinking about it. However, as you might've figured out by now, I really enjoyed Peep's course. Why? Because it's simple. It goes through the copywriting process step-by-step, from beginning to end. And his advice is backed by data and science, which never hurts. Now, if you're a seasoned veteran, this may not be for you. But to be honest, I still think even more experienced people could learn a thing or two. I sure did, and I've been making a living online for almost four years. My favorite parts were in the beginning, where you learn things like how people view your content, the layout of great content, and how to keep people reading. Later, the course goes into persuasion and helping people buy what you have to offer, in an honest and ethical way. It's all interesting, and practical. All in all, I enjoyed the course and I enjoyed the step-by-step format.

- Rated this guide 5 out of 5

Guide to Writing a High Converting Web-Page Consistently

Elijah Woolery
This course teaches you about how the human eye interacts with a web-page, and what you need to do with your copy in order to get people to actually read it. The course also goes into the mechanics of persuasion, both how to persuade people with your message, and how to get people to believe your message. The course has some good examples, and talks about how to develop your value proposition. Overall, I'd recommend this course to beginners and intermediate web-marketers. This also serves as a great check-list even for advanced marketers. I'm glad I got the course, and it's worth WAY more than the asking price.

- Rated this guide 5 out of 5

Specific and useful

Elijah Woolery
Geat course! I especially like paragraphs about novelty and value proposition - very actionable and easy-to-follow advice on how I can easily make improvements to my site with very little effort:) I also started paying more attention to readability while writing blog posts, sales copy etc

- Rated this guide 5 out of 5