If you are a small business or consultant, your content is your most effective selling tool. When prospects first visit your site your copy needs to:
- build their trust and
- convince and convert them to become loyal customers.
I’ve learned that the secret to writing outstanding web sales copy (and it cannot just be good anymore, it has to be outstanding) is to avoid these 3 costly mistakes:
#1. No Attention Grabbing Headline and Poor Lead
Headlines can make or break your conversion efforts. A great headline has the potential to grab your prospect’s attention, lead him into reading your copy, convince and convert him to become a loyal customer. The first step towards that conversion is the humble headline. Copyblogger has some great tips on the art of crafting great headlines.
The next step is to capture your prospects’ attention with a powerful lead. The first few lines of text need to paint the big picture and must be compelling and captivating so that they stay engaged and read the rest of your copy.
A successful headline will capture your prospects’ attention and get that first click. An effective lead will guarantee their engagement with the rest of your copy.
#2. Not enough WIIFM (What’s in it for me)
I learned this lesson early in my web career. I was engaged in web development at the time. The client had all the buzz words (according to me) in his website copy: We are the leading agency…We handle the top accounts…. Prospects just weren’t converting. He finally brought in an expert who transformed his content so that it spoke directly to his customers’ needs. His conversion rates skyrocketed and were up by close to 80% all because he spoke in terms of the WIIFM angle.
Your sale’s copy must tell me what are the benefits to me? Will it make my life simpler? Will I lose weight, get richer, save money or look younger? Is your product cheaper or newer than other products on the market?
What is so unique about your product? Why is it so different from the 10 other products on the market? In other words, why should I buy from you?
• For example if I want to buy seo tools for my website, why are yours different from the free ones on the market?
• If you are an electronics retailer, what makes your online store different for the 1000 other stores that sell electronics?
#3. No Calls to Action
“It’s your company’s website where your prospect makes a buying decision and the sale actually takes place. Each webpage needs to provide prospects with a compelling reason to do business with you, including calls to action that gently direct them down the sales funnel, getting them to convert, “buy now” or contact you. While an unprofessional website will derail the best web marketing campaign, a well-designed site is a powerful conversion tool that will continually deliver high-quality leads.”
-Rich Brooks, President of Flyte New Media
While It’s the job of the rest of your content to attract, engage and sell the benefits, the call to action needs to get your prospects to take the action you want them to right now.
Be direct. Tell people what to do. It could be to buy a product, sign up for a webinar or subscribe to your newsletter.
Very often your prospects really WANT you to give them a final push. Help them out by using language that propels them forward.
A powerful headline, strong lead, compelling WIIFM and direct calls to action are all important aspects of website copy. They all need to collaboratively perform well for that all important conversion. These important power elements if done correctly will work every time guaranteed as long as these essential elements of writing for the web are met.
What are the top content mistakes that that have cost you conversions? Please share your thoughts.