Online business success requires copywriting to turn website traffic to Internet profits. But many of my clients attract lots of traffic without enjoying the rewards: sales, revenue, and more of their own clients.

The problem is they have focused all their efforts on attracting traffic. It’s like promoting a new restaurant without hiring a chef: guests arrive, look around and leave hungry. On the Internet, your copywriter is the equivalent of the chef. Bring on the hungry visitors and copywriting will turn them into satisfied customers.

Here are 5 ways you can use copywriting to turn website traffic into online profits.

(1) Build navigation into your content - Create a journey through the website from one page to another.

You do this by putting a link at the bottom of each page: “Now that you have learned about me, let’s talk about the best way I can serve you.”

You can also create your website menu so visitors moving from top to bottom (or left to right) will follow a logical flow. They can jump off the path anytime by going to the menu.

(2) Make it easy to buy from you. Have you ever spent time hunting down an order form? Getting a list of services? Tell your visitors exactly what to do. Include a suggestion right on the Home Page. For example, you could say: “Are you ready to begin taking charge of your time? Call this number to set up a free consultation with me.”

(3) Make visitors feel secure about buying from you. Use testimonials to demonstrate that you’ve been in business awhile. And use content to communicate credibility. Tell prospective buyers exactly what they’ll get and where they’ll find it. “On page 23, we share the single step that stops most dogs from chewing your shoes - forever.” Or, “In step 3 of our program, you will discover the 3 steps that sales call success by 30%.”

(4) Answer the so-what question. Many websites include promises like, “You get 3 one-hour calls.” “Or, “Our consultants have been through a certified coaching program.”

Readers find themselves asking, “So what?” and, “Who cares?” Use your copywriting skills to show how your 3-step process changes the wealth, health, happiness or relationships of your clients. What’s obvious to you (”Of course trained coaches are better!”) won’t be clear to your visitors.

(5) Communicate value. Visitors want to feel they’re getting something unique and something that solves a problem.

Many service professionals focus their websites on services. But you also need to explain why a client should hire you and not somebody else. For example, “Jim” offered consulting for distribution systems. With over 20 years experience, Jim had created a system that required him to visit the site just once. Most of his competitors required at least 3 visits. Some needed 10. Each visit disrupted business activity. Jim could document that his system saved his customers time and money.

Jim’s website didn’t even mention this unique advantage. It was only when I asked about the services page that Jim explained why he offered just one site visit. We made sure this buried treasure was highlighted when we revised Jim’s website.