Why is my website not selling?
Why is my Website not Selling?
All the flash in the world won't help your sales if your website copywriting process doesn't deliver your message in the most effective way possible.
Most people confuse off-line/marketing ad copy with website copy.
Are they the same?
The answer is a staggering… NO!
The average person is exposed to anywhere between 1,500 and 5,000+ advertising messages per day from TV, billboards, radio, the Internet, practically everywhere we turn. I don't know about you but the last thing I want to see when I land on a website is yet another ad.
Your website copy should provide the visitor with the information that they are looking for. Above all it should be free of hype.
But how effective is a sales pitch without hype, you may be asking?
Remember that people usually search the Internet for information. I can't remember the last time I logged on saying, “I can't wait to see an ad or to buy something!” Do you?
Now there is a lot to consider when writing the words that will bring your message to the world. Your website copywriting is more important than the visual presentation.
Don't believe me? Let me ask you this... "When was the last time you bought something from a website because of their flashy logo or outstanding graphics?"
It's the copy on the website that is leading, drawing you in, injecting emotion, providing a solution to your problem, providing benefits and testimonials, and making the offer compelling enough for you to take action.
So how do you create effective website copy?
Here are a few things to keep in mind when your copywriting for your website:
- Don't make your website look like an ad – Your website copy should have an editorial feel to it, not sound like a marketing ad.
- Stop you prospects dead in their tracks – Try using headlines that ask questions and inject emotion instead of product names or page titles.
- Inject emotion throughout your website copy – Prospects buy based on emotions, understand their pain and build off it.
- List the benefits of your product or service – Get a piece of paper and split it into two columns. On the left list a feature of the product, on the right list its' benefit. Continue until all features and associated benefits have been listed. Now take the benefits from the right side and work the top 3-5 into your website copy. Remember people buy based on benefits not features. How is this going to save me time? How will I make more money?
- Include Testimonials in your website copy – List customer testimonials on your page. Try to work one into the top 1/3 of your website copy for increased effectiveness.
About the Author: Louie Conceicao is President and CEO of 360 Persona which specializes in custom web site design, print services, business logo design, web site copywriting, corporate branding, and SEO optimization. For more information visit: http://www.360persona.com