A chapter of the Quantum Copywriting System devoted to website design? Isn't this a copywriting manual?

Yes, of course. But one of the real secrets of copywriting is that it's not just the words on the page that have power...it's how those words look. I mean the layout of the page, the graphics, site navigation, links...everything.

After all, just changing the color of your headline can have a huge impact on your click through rates. Just imagine what other aspects of your site can have an impact. So here is my advice.

Make sure that the design of your site complements and enhances your copy. I am not saying that your site needs to have slick graphics and cool fonts. It could have a crappy design and boring clip art - IF THEY SUPPORT THE MESSAGE IN YOUR COPY. Let me tell you what I mean.

Create Websites for People Who Don't Read Copy

First of all, you need to know that many readers will only skim your copy. They will not read every word, no matter how many hypnotic suggestions and chain-of-attention tricks you use. Some people will read every word, some will only skim the headline, PS, order form (in that order) and some highlighted words and subheads.

So you need to make your copy "skimmable." That means break it up into small paragraphs. Use subheadings. Use bold type, underlines and highlighting to draw the reader to your most important points.

Subheaders In Your Copy

People are funny when it comes to reading sales copy. They look for the things that stand out the most.

So, if you have one long string of text without sub-headers, most people are going to bypass all of that copy until they see the next sub-header. This is just human nature. Therefore, we want to have a sub-header for every page down through our copy.

However, we don’t want just any sub-header for the sake of having one. The sub-header itself must naturally lead into the text that is going to follow and it has to be compelling, just like your main header.

I’ll show you the copy that leads into the sub-header and then the copy that follows it so you can see how one thing leads into another.

Here is the lead in copy to the sub-header.

"Good, because you're about to discover the easiest way, that has ever been developed, of generating that income. It requires..."

And now, here’s the sub-header.

No Selling Or Recruiting!!

See how the one leads right into the other? This is an effective use of sub-headers where they are not used just for the sake of having one on the page.

Use lots of white space

Because dense pages of text are hard to read. That means wide margins and double spacing between paragraphs.

Use visual gimmicks

Even a stupid graphic will attract attention.

Use bulleted lists

Here's a tip - don't use dots for your bullets, use check marks. It subliminally implies approval.

Think of your bullet points as a series of little headlines, and put as much thought into them as you'd put into a headline. And don't use more than 6 bullet points at a time. Sometimes you'll see sales letters with ten or twenty bullet points in a single list. That's stupid. Readers will skip over that because it looks too intimidating.

Adapt your Graphics to Your Message

Remember the Quantum Copywriting System: First do your research and plan your letter, then write your copy...and then design your website. Form follows function, as they say. Since the function of your website is to make money, your form had better damn well support that.

But your graphics should fit in with the story of your sales letter. If your copy is trying to create the impression that it was written by a stay-at-home mom who's sharing some honest information with her friends, it should not have all kinds of slick graphics. It should look like a mom with only a few moments of time put it together.

If your copy appeals to the patriotic side of your readers, then include some flags and photos of Fourth of July parades. Whatever. Just give some though to your graphics and make sure they support the message of your copy. But remember.

Avoid graphics that don't support your sales message. Think of it this way: Will this design element help me sell more?

Make Sure It Works

Many sales websites are just a handful of pages. Some are just one page. Others are full fledged websites with complex site structures. Whatever you choose, do me a favor. Make sure it works.

Your prospects expect functional a functional website. That means the links work. That it looks good in Firefox, Internet Explorer, Safari or Opera. Animations, Flash, Javascript and whatever else you have works. Make sure it loads fast.

There are a lot of other websites out there that compete with yours, and your prospects will bolt in a second if your site causes any kind of hassles.

Make Your Design Force the Reader to Engage with Your Copy

Remember, the third step in the Quantum Copywriting system is Engagement. That means, you want to make the prospect do something or think about something that creates a positive feeling toward you and your product. Luckily, this is the Internet. It's an interactive experience.

So do things in your web design to build interaction. Buttons, keys, animations, rollovers, audio, video. Give it a shot, test the effects, and if it works, keep it. Who knows that the future internet might look like? Test and try new techniques as they become available.

You are limited only by your imagination!