Does your website make you any sales? Does it even get you phone calls? Emails?
My bet is you’re answering “no” to most of those questions, and it’s likely because of the written content on your website.
The reality is that many businesses throw together a website around the time of their inception… and then it just sits there. It was likely prepared by an entrepreneur or developer who doesn’t have the writing expertise to make the most out of the sales potential of a website.
So if your site isn’t doing an effective job of bringing in customers, here’s a few ways to improve it:
Focus on the Reader
If you want to turn your readers into customers, then you need to make them the priority. Here’s an example of how businesses get this wrong:
“Welcome to our website, we make this product, we started in 1964 and our goal is to provide the highest quality product.”
Notice the problem here?
Of course, it’s important to tell your company story and describe your product or service. But you need to speak to your readers directly – use “you” and “your” more than “our” and “we”, and you’ll be on the right track.
Here are some questions you should be answering on your website:
What can your product/service do for your customer?
- “You’ll improve your health by….”
How has it previously helped your customers?
- “Clients have been saving an average of….and you can too”
Infuse your website with “you” and “your” and your readers will be more engaged and interested in buying.
Be Specific About Your Product/Service
Copywriting legend Gary Halbert once gave a hypothetical situation where God came down to Earth with a group of 110 men and women. You had to choose one to live the rest of your life with. The kicker? The only information you got about these people was a letter they wrote to you.
How much information would you want in a letter to be convinced to pick one of the 110 people?
Well, you’d want a lot. You probably wouldn’t pick the 2-liner saying they like ice cream and long walks on the beach. Instead, you’d look for a long description about every aspect of their life: where they come from, what they look like, their background, likes, dislikes, etc.
And your potential customers want this too.
In order to make an informed purchase decision, they need to see and hear as much as possible about your product – what it looks like, how it works, how much it costs, etc.
When it comes to describing your product or service, a longer description will outsell a shorter one if you are properly describing it and not boring your readers.
Include “Calls to Action”
If you don’t ask a reader to do something, they likely won’t do it. Do you want them to call your company? Read over your testimonials? Tell their friends about your most recent social media contest?
A Call To Action is just that – asking your readers to take a specific action. For example, include a link at the bottom of your web page to “Buy Now”, “Contact Us”, “Add to Cart”, or “Learn More”.
“If you don’t ask a reader to do something, they likely won’t do it.”
You should have a Call to Action (at least one) on every page of your website so your reader knows what to do next. If you don’t, they might go to a different website or close their browser.
You’re intelligent enough to know that if you ask your readers to take action, there’s a better chance they will. Do it in a logical way that takes them on a fun, informative path through your website and they’ll turn into customers in no time.
Wrapping Up (Call to Action :p)
Go over your company website and note any room for improvements. Is it too “our” or “we” focused? Are you thoroughly describing your product or service? And are you asking your readers to take action?
Let me know, I’d love to chat with you about it.
Co-Founder, Mirkwood Marketing