Summary: Have you put a lot of effort, time, and money into
your site and are frustrated with low sales? If you are like many professionals out there,
you know your subject; you are excellent at your craft. At your web site, you have less
than 10 seconds to impress your "to be" buyer. Here's the top 10 ways to attract
buyers, not just visitors to your web site.
Have you put a lot of effort, time, and money into your
site and are frustrated with low sales?
If you are like many professionals out there, you know your
subject; you are excellent at your craft. You have a great service and maybe a great
product to sell.
Did you hire a web master who didn't have a marketing
background? You may have written home page copy about your mission and who you are. But
when sales fall, you need to look at what's missing in your web copywriting. You have less
than 10 seconds to impress your "to be" buyer.
Here's the top 10 ways to attract buyers, not just
visitors to your web site:
1. Pre-plan and know your web site's purpose.
When visiting other Web sites, do you often wonder just
what they are about? What are they selling?
Without a clear purpose of what your web site does, your
visitors will be confused and leave. First, make a list of everything you want to sell
from the most important one to the least. While others say create a lot of products, you
may want to stop that project and market the two-four best products and service you offer.
2. Write dazzling home-page copy.
If you don't give your reader a reason to buy or read
further, she will disappear fast. For each product or service, write a benefit-driven
compelling headline that leads your visitor to more information contained in your sales
letter. You may have two-four different headlines on your home page because you want to
sell four top products. You want your home page to be brief and you don't want a lot of
copy on it.
3. Use sparkling testimonials from the rich and famous on
your home page.
On my site, a specific, outstanding testimonial by a fellow
professional leads my visitors to my top-selling book "How to Write your eBook or
Other Book Fast” sales letter. Make the whole testimonial a link. You create trust
and willingness to buy with testimonials.
4. Sprinkle testimonials throughout your web site.
Use at least four in each web sales letter. Write one for
your service as well as your products. Include testimonials on your consulting or coaching
pages, free articles pages, and your teleseminar pages. Most web sites miss the boat with
just one link that says "testimonials."
5. Use a power benefit driven headline with specific
benefits.
What does this headline do for you? "Discover How in
Only Five Months you can Quadruple your Monthly Book or Business Income and Reach 10,000
to 100,000 Internet Users Who Want your Information--GUARANTEED-To Move you to the Top
Profits You've Been Dreaming About." The more benefits you include, the more complete
information your visitor has to make an informed decision to click to find out more.
6. Make your layout clear, clean, and consistent.
You need to organize each page in the same layout—such
as left centered, right centered, or centered. If you mix designs, your would be client or
buyer will think you unprofessional. Go to other web sites and choose a design that
resonates with you. Keep every page in the same format.
7. Use color, font changes, and small graphics to spice up
your site.
When visiting a popular site I couldn't even read it and
get the email address because it was so dark. Use red and dark colors sparingly. Use a lot
of white space between short paragraphs. Use graphics occasionally, but make sure they are
small enough to load within ten seconds. Visitors are impatient and want information fast.
Without easy-to-read and clear navigation, your visitors will leave. Slow loading pages
and missing links are the number one reason people leave your web site.
8. Check your site often to see if you have any glitches.
Visit your site every week with a visitor mind set. What's
clear? What's compelling? What turns you off? What do you like? Would you buy from you?
Even if you put a lot of care into your copywriting, mistakes happen. Make sure your web
master did what you wanted. Be sure to test links and copy before you let your audience
see them.
9. Put your content rich information beneath the headlines
in short paragraphs.
When a visitor sees a long line of print, he gets
discouraged because he wants his information fast, clear, and concise. Make each paragraph
only 4-6 lines. Online readers want easy-to- read material they can get the main points
from by skimming, and they want it faster than light rays. Long copy turns your visitor
off.
10. Be consistent with your headings and body fonts.
Do not use all capital letters in your articles or
headings. Make them upper/lower case such as "Sell More Books with a Powerful Back
Cover." Web copy is different from book copy. On the Web, make your headings in Times
Roman or other with serif (tails) font. For the copy use Ariel 12 font without serifs
because it's larger, and easier to read.
When your web site thoughtfully helps your audience with a
lot of free information and shows them how to make a decision to buy, you can quadruple or
more your web sales in just five months.
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