Why visitors don't convert into
sales - part 3
Last week, we explained that it's important that people trust
your company. However, even if your web site is trustworthy,
web surfers still might not purchase something on your web
Reason 3: Is your web site content convincing?
It's important that your web pages are interesting to your
visitors. Every visitor wants to get a prompt answer to the
question "what's in it for me?". In the first paragraph
of your web page, you should tell your visitors the following:
- what you do
- why people should stay on your site
- what's in for your visitors
If you don't answer these questions quickly enough, people
will go away.
People aren't necessarily interested in your product or in
your company. You must convince your web site visitors with
good sales copy.
Before starting to write sales copy, make sure that you know
your product and that you're passionate about it. You have
to fully believe in your product. If you don't, you shouldn't
sell it. You cannot write convincing sales copy if you don't
stand behind your product. You must be sure that you're doing
your customers a favor by offering them your product.
1. What's in for your customers?
Your customers want benefits. What can your product do
for them? What can it do for them now? The benefits of your
product should be the first words on your site. Make them
bold and make them big. If your visitors don't know what's
in it for them after the first few seconds, they'll leave
People don't read everything on your page. They scan it
for interesting information. Grab their attention with benefits.
2. Don't mix up features and benefits
You must differentiate between features and benefits. Features
are the attributes of your product, benefits are what your
product promises. For example, if you sell a solar-powered
clock, then the feature is "uses new 38/12 solar cells".
The benefit to the buyer is "you save money because
you don't have to buy batteries anymore".
Don't bore your potential customers with technical details.
Tell them what your product will do for them. How they will
feel when they tried your product. Maybe your product or
service will make them more money, maybe it will save them
time. Tell them and don't be shy.
3. Killer headlines will grab your visitors attention
Nobody will read your entire page. Make it easier for your
customers by dividing your page into paragraphs where each
paragraph has a headline. Your headlines should make clear
what to expect in the next sentences and they should grab
your visitors' attention.
Use words like "free, proven, benefit, first, discover,
complete, exclusive" and avoid words like "should,
could" and "but". Make sure that you use
"you" more than "I" or "we".
Remember: Your customers don't really care about you and
your business. They only want to know what's in for them.
4. End your sales copy by telling the reader what to do
At the end of your copy text, you must tell your visitors
what to do next, for example "Click here to order now
for immediate delivery".
Use these tips to write as persuasively as you can, but remember
not to deceive your customers in any way. You'd risk poor
word of mouth, legal action, no repeat business and refund
Next week, we're going to find out if your order page is
easy enough to use for your web site visitors.