Table of Contents
A question We get asked frequently by clients goes something like this:
“My company’s website doesn’t produce many online sales or even sales leads. What can we because to get our website to produce much more sales and leads? inch
As soon as I hear this particular question, I have a pretty wise decision about what I will see when I go to the client’s website. Chances are it is going to include one or both of the most common flaws that avoid websites from generating prospects:
Flaw #1: The home web page focuses on the COMPANY rather than the WEBSITE VISITOR.
“We do this. ” as well as “We’re the best because. inch and “We’ve won each one of these awards. ” You know what? Guests don’t care! At least, they will not care YET.
When site visitors arrive at a website, they are considering themselves and their own issues. What they want to learn (as rapidly as possible) is whether the organization can help them solve THEIR OWN specific problems. There is a perfect time to build credibility by talking in regards to the awards the company has earned, its stellar customer record, etc. But, that time happens LATER in the sales process.
Catch #2: The language on the home page is stilted, monotonous, and includes lots of quite big (and probably quite technical) words.
Maybe in which kind of language works intended for very specific kinds of website visitors. What about the average consumer or maybe a businessperson? Will they be capable of figuring out what the company can do? Will they be ready to invest the time required to problem out what the big words and phrases and jargon mean?
Almost every website will generate a lot more online sales and prospects if it is redesigned to do these three things:
1 . Aid visitors RAPIDLY answer a couple of questions:
“What does this business do? “, and
“Is there anything here for myself? ”
How much time do you think your website visitors are willing to spend racking your brains on whether your company can help these? If they are like most website visitors, the answer then is probably between three and also ten seconds. That’s that! That’s how long you have to pick up your visitor’s attention and also entice them to learn more about your current company’s products and services!
The best way to attempt goal is to tell your guests, in plain English, the particular kinds of PROBLEMS you can enable them to solve and specific, QUANTIFIED EFFECTS you have produced for existing and past customers. Option the kind of information that really appeals to people’s attention!
2 . Inspire visitors to OPT-IN to receive free-of-charge information resources.
If you can inspire a visitor to opt-in to take delivery of information from you, the website takes a look at is no longer a one-shot prospect. And, if you deliver definitely useful information on a regular in addition to consistent basis, you will acquire the visitor’s trust and create a relationship with them after a while. This will increase the likelihood the fact that visitors will eventually pay for you.
There is a catch. Most people feel overburdened by the degree of e-mail they have already been given. Why on earth would a site visitor sign up to receive CONSIDERABLY MORE e-mails from YOU?
The best way to triumph over this reluctance is to give to offer visitors something valuable if they will provide just all their first names and email-based address. (The more information that is required visitors to provide, the smaller amount of sign-ups you will receive. ) One very effective approach should be to offer a free special survey or mini-course that will help your online visitors solve a specific, important challenge. Make sure your special report as well as mini-course has a compelling headline such as, “Twelve Things You Must Know Before You (fill in the blank). ”
3. Motivate STEPS
If a website page could motivate a reader to take some action, the focus needs to change from an individual, your company, and your products and services to your visitors and their problems.
Websites that motivate action are generally not distant or aloof. As an alternative, reading them feels like any one-on-one conversation between you and me. The copy invokes the particular reader’s emotions, plus gives enough supporting details to equip the reader to feel comfortable making a choice. The copy ends using a clear and compelling proactive approach. This is where you ask the visitor for making an online purchase, contact your business for more information, or take various other actions.
This very customized form of copywriting is called any “sales letter”. You have probably acquired sales letters in the postal mail or seen a similar form of advertising in television infomercials. Some sales letters and also infomercials sound pretty “cheesy”; yet, for decades sales words have repeatedly proven to be the most productive forms of direct marketing and advertising.
The biggest criticism you’ll hear from sales letters (usually coming from corporate website designers) will be, “This copy is such a long time! Nobody’s going to take the time to study that much information! ”
Guess what happens? The critics are PRACTICALLY right. Probably 95% of readers will not read a certain sales letter in its entirety. This is OK because sales correspondence is not written to address everyone! They are written to help appeal to specific individuals who have actual problems with the sales letter addresses.
Most people will skim a sales page… If it has a compelling topic or sub-headline that captures their attention. They may examine a paragraph or look into a few bullets. If the sentence or bullets are convincing, they may read another sentence. Once they have read various compelling pieces of information, they will often decide to go back and look at the sales letter from the beginning. At this point, the likelihood dramatically increases that the human being will take the action often the sales letter recommends.
If you’d like your website to generate online gross sales and/or leads, it needs to try and do three things:
Help readers rapidly figure out what your corporation does and whether you can apply anything for them.
Encourage internet surfers to opt-in to receive regular, valuable communications (so that you can make relationships and earn trust).
To really encourage action, change every website that describes one of your personal company’s products or services to a sales page. Make sure each sales letter provides a compelling “call to action”, whether it is making a purchase or communicating with your company for more information.
Change the concentration of your website from you, your company, including your company’s products and services to your readers and their problems – and keep a look as the online sales and sales opportunities roll in!
Copyright 2005, 2006 — Alan Rigg
Gross sales performance expert Alan Rigg is the author of “How to Beat the 80/20 Tip in Sales Team Performance” along with the companion book, “How to help Beat the 80/20 Rule with Selling”. His 80/20 Providing System (TM) helps businesses, executives, and managers stop the frustration of 80/20 sales team performance, where <20% of salespeople produce 81% of sales. For more information plus much more FREE sales and gross sales management tips,