Rule 7 Give prospects a choice of easy ways to reach you – via email, phone, website contact form, etc. But don’t stop there. Turn some of your key benefits into hyperlinks that go to your order page or contact form.

Rule 8 Even if they aren’t interested in buying at this stage, urge them to do something. In copywriting speak, this is referred to as a “call to action”: Act Today! - Email Us Now! - Don’t let this opportunity slip by! - Take Action Before It's Too Late! A website without a call to action is one that should never go live.

Rule 9 The gold is in follow-up. FOLLOW up on leads, enquiries, sales, every communication from a client — new, past or recurring.

Rule 10 Proofread, proofread, and proofread again. Errors can easily be missed — particularly on screen (print out and read if in doubt).

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