What do you put on your websites?  What words? How do you make them make the visitor buy from you?

You write good copy, you give a preponderance of proof that your product solves the problem (or adds the pleasure) you claim it does.

The most important part of copywriting is the research.  You need to really understand your visitors.  Because you need to tell them what features your product has, what advantages these features offer, what are the benefits the advantages offer.  And, the part most sites I've been asked to look at never do,

What do the benefits mean to the visitors.

To talk about what the benefits mean, you need to understand the visitors.  You need to speak to a very small group of them, a niche.

Turbulence Training (an exercise and weight loss program).

features: e-book, cds, short, intense workouts, nutrition plan, workouts that target different muscles, have different outcomes, workout routines that don't require a gym.

 advantages:

1. you can lose weight and get in shape without buying another program

2. since the workouts are short, you can fit more sessions in your week, in days where you used not to be able to fit any exercise

3. you can concentrate on whatever body area you consider a problem

There are others.  But let's go to the benefits:

1. You feel better.  You look better. 

2. You exercise more often.  You exercise more.

3. When you concentrate on one area, you get results faster.

 What the benefits mean:

Well, here it depends on who your audience is:

1. can be

You can play with your six-year old grandson 

You have more confidence, men are interested in you

The women in your club will envy you

You can fit in your perfect wedding dress without your waist looking like a sausage

2. can be

you get strong fast and bench more than your cousin Greg

you save time that you can spend with your family

you save time so you can go hang out at clubs

3. can be

you get a flat stomach so your girlfriends will stop telling you to go on a diet

you get six pack abs so you can go to the beach and have all the chicks impressed

you get thin thighs, no more swish, swish when you walk, no more being self-confident about your thighs, good-bye long, wide dresses, hello skinny jeans

A good way to deal with this, once you've done your research, list all the benefits, then write:

What this means to you 10 times beneath each benefit, then complete the sentence.  If you cannot come out with 10 because you ran out of them, you're doing great.  If there's more than 10, keep adding, "What this means to you...  The point is to come up with all of them.

Do it today.  Then go back and add more tomorrow.  Then the next day, and the next.  Till you really and truly have covered them all.

Do your research well, and don't stop at listing the benefits.  Tell them what the benefits mean to them.  And you sell more.