Most small business owners put all their focus on getting more visitors to their websites. But getting visitors is only half the battle.
What happens when people land on your website? Are they calling you, eager to do business with you?
If not, you need to revamp your website copy…
Here are 7 keys to creating website copy that sells:
1. Focus on the Customer
On too many small business websites, all the focus is on the business (and how great your business is) rather than the customer (and how you can help the customer solve her problem). If you were in your customer’s shoes, what would you want to hear before wanting to contact a business?
2. Set Yourself Apart
If you want more website visitors to contact you, you need to give them a good reason to choose you instead of the business down the street. What sets you apart? Your answer to this question is known as your Unique Selling Proposition.
3. Make It Easy
In addition to giving a good reason to choose you, make it easy for your prospect to take the next step. For example, you can offer something free such as a free consultation, audit, strategy session, report, webinar, etc. If you want more response, you should create a low barrier to action.
4. Make It Obvious
Next, if you want more people to contact you, you need to give clear instructions. What do you want your prospects to do? Pick up the phone and call you? Enter their contact information into a form on your website? Whatever it is, make it totally obvious, give clear instructions, and you’ll get a better response.
5. Reduce the Risk
One of the biggest reasons people don’t contact you is because they’re afraid of making the wrong decision. There are many ways you can reduce this risk. You can reduce perceived risk by providing testimonials, endorsements and case studies. You can also reduce actual risk by providing some kind of guarantee.
6. Write Like You Speak
Lots of business owners try to make their websites look “professional” by using really stuffy language. In my experience, that’s a big mistake that kills response. Stuffy language usually lacks clarity and therefore kills sales. When it comes to website copy, I always recommend that you write like you speak. Now, that doesn’t mean you need to be overly casual and use words like “dude” and “bro” on your website (that won’t help response, unless you’re selling to surfers…) Just use the same language you use when speaking to your customers.
7. Write to 1 Person
Instead of imagining a crowd of visitors hitting your website every day, picture 1 website visitor at a time — because that’s what’s actually happening. Each website visitor is just like 1 prospective customer who has walked into your place of work and started asking questions about hiring you. You probably speak to prospective customers on the phone and in person all the time. So, if you want to create a website that sells, all you have to do is translate that “real life” conversation into a virtual conversation that will take place between your website and each website visitor… one person at a time.
If you’re not getting the response you want from your website, draft some new copy following these 7 keys… and don’t be surprised when the phone starts ringing more than usual!
