You’ve probably heard us say before that there’s two main factors that breed success when it comes to websites:
If you’re like most budding entrepreneurs (and I’m sure you are) you’ve identified a juicy gap in the market and created an amazing offer to fulfill those needs in an innovative way.
No doubt you’ve created a website (or are about to) and you’re ready to tell the world of your latest problem-solving wonders. You designed it, you launched it and you sat back fingers crossed in baited breath to watch the dollars roll in.
Aaaaaaand then it hits you…. You need traffic.
So you get to work like crazy mastering social media, tweeting, posting, blogging etc and you even give video a go because that’s all the rage now aaaaaaand…. Still not what you’d hoped.
Sound familiar? Thought so.
Even though you’ve a website that is bringing traffic to your site, chances are you’re not seeing the revenue you’d hoped.
So what do you need to do?
Do you spend more money on marketing?
Because like the thousands of other small business owners out there who have gotten their website up and running, chances are you haven’t optimised your site to take advantage of the visitors you are getting.
The secret to getting BIG MAMA web sales is knowing how to increase your website’s conversion rate.
The most effective way to increase your conversion rate is to create better sales copy. In fact, the secret to creating enticing and successful sales copy for your website is all aboutspeaking the language of your customer.
And by speaking your customers’ language, writing copy that appeals directly to your visitors fears, wants and needs, and convinces them that your product or service satisfies the specific problem they are looking to solve is where it’s at.
First let me tell you the golden rule about writing for your website: Focus on the benefits!
The first key to increasing your conversions lies in understanding why people buy.
The fact is that before a customer comes to your site, they’ve already decided they want to buy what you’re offering… you just have to convince them you’re better than your competitors. Make it loud and clear that you’re the man (or woman) to go with.
The key way to do this is to focus on the benefits your product or service offers your customers. Due to the limited attention span of most web users (face it… we’re all guilty of it!) your window of opportunity is reduced to only a few seconds. Therefore effective web sales copy focuses almost immediately on the benefits of your product or service.
A benefit is something that a customer will receive from your product/service, and is very different from a product’s/services’ features.
– A watch’s feature is that you can tell the time. But the benefit is that you will never be late for your date again.
– A vitamin supplement feature is that it will help you reach your recommended daily dose of nutrition, but the benefit is that it will help you feel better and enjoy life more.
– An email app on your phone’s feature is that you will receives emails away from the office, but the benefit is that you will be able to react immediate to crucial business decisions and not have to stress over the weekend.
This is why your web sales copy must focus on benefit selling. Start your copy by talking about the benefits customers will get by buying your product or service.
Control the urge to demonstrate your expert knowledge of the product’s features in every line of your web sales copy, as this is not the time to do it. Remember, the purchasing of your product or service is NOT about you — it’s all about the customer. Your customers only want to know how your product is going to solve their problem.
Now that we’ve covered the golden rule, let’s focus on the basic (but just as important) rules for writing highly converting sales copy.
We all want our website to excel at selling. We all sell something, and if we don’t sell a product or service, we sell our ability to solve a problem.
Most websites struggle with this, not because they lack any natural gift, but because they lack the know-how and skills to write website sales copy to convince people to hit that elusive “buy now” button.
There are some basic rules to follow when writing successful sales pages. If your sales copy isn’t converting visitors into buyers, it’s time to work on the fundamentals.
- Your sales letter lacks focus: Instead of sales copy, you’ve written Swiss cheese. It never gets to the point so visitors leave before reading it all. Effective sales copy needs to get to the point of the product, and how it can help the customer quickly and decisively.
- You don’t have a sales page: Your ultimate strategy as a small business owner and marketer is to drive traffic to your sales page. After all, this is the whole purpose of your online presence. Without a sales page, you have nothing to link to and no home for your product.
Many websites have pages with lots of information, but if none of those pages are optimised to convince customers. In the long run it won’t help their bottom line.
- You forgot to write about the emotional benefits: This is the number one reason why people buy things. Connect to your customer — put yourself in their shoes. The best product or service in the world will fail to engage readers if they don’t immediately see how it can solve a problem in their life.
- Your sales page is full of noise: Your sales page is not the place to put links to other sites, or fill it with information that distracts the customer from the purchase process. My motto when writing effective sales copy is “Zero distractions”.
Stay on target by focusing on value for customers. Talk less about features and more about results. A sales letter that makes readers scroll down the page before getting to the point causes the majority of visitors to abandon the site without buying.
- Deliver your message with conviction. After all, if you don’t believe in your own product and their message, then how can you expect potential customers to believe in you?
- Guide your customers’ thought processes. Anticipate objections. If your struggling to come up with an order for your sales page, then think about the questions or objections your customer may have and answer them before they even come up.
This could include:
– Are there any risks to this product?
– Are there any unseen costs?
– Does this product come with a guarantee?
– What do other customers think about these products?
– Is it available in any other colours?
– Is the product endorsed by any specialists?
If you can answer that key question that is niggling on the back of your customer mind, 9 out of 10 times you will win their business right there and then.
Don’t have the time to get your sales copy right? Then let us know… we’re here to help!
Struggling to write effective sales copy for your website, or simply don’t have the time?
No problem. We have several talented web sales copywriters who are waiting to write amazing sales copy to convert your visitors into actual cold cash paying customers.
A small investment now into a talented copywriter can pay MASSIVE dividends in the long run. Don’t put it to chance… make sure you get copy right first time. It’s way more affordable than you think.