In order to compete in today’s marketplace, your website must be of the highest quality. Several elements must combine in order to present a persuasive website that is capable of raking in the profits.
To this end, you must start with a headline that is targeted towards your customer base. Concentrate on presenting the best benefit of your website in a single sentence. Don’t promote your site – simply tell your customers how they will benefit from staying on your site. Keep the headline short – according to research you have about eight seconds to capture their attention and prevent them from surfing elsewhere. Use those eight seconds wisely and make every word count.
You also need to ensure your website is easy to navigate. Everything should be geared to the fact that people online have a short attention span, so don’t expect them to search for information. Ease of use is vital – make sure your website has an accurate site map and menu to allow them to explore easily.
When it comes to the sales copy, don’t underestimate the value of rewriting it over and over again until it’s tight and coherent. Every single word must earn its place and it should all be positive and encouraging. Good sales copy that does the job paints an accurate picture for the customer, telling them exactly how they will benefit from buying your product or service. Invest in a manual by a top copywriter to polish your copy and produce even better sales results.
You might think that telling your customers exactly how to order by walking them through it step by step is akin to talking down to them, but this is exactly how it’s done online. By all means direct them to ‘click here’ when you get to the big red order button that takes them to the payment page; if your sales copy has been persuasive enough people will continue to follow your direction as they go through the ordering process.
If you tell them that by clicking on the order button they will be taken to your secure ordering page, where all they need to do is enter their details as prompted, they will know exactly what to expect. This can remove the final hurdle between getting an order from your customer or missing out.
We’ve talked about how important the words are when you are creating your website, but graphics are just as important. A basic site won’t reap the rewards as well as one with high impact graphics, which instantly mark you out as a professional and increase your credibility. Ask others for their opinion on the look of your site – the answers could be telling.
Finally, include some testimonials on your homepage. Nothing is more persuasive for customers than hearing how your product or service has changed someone else’s life for the better. When you combine all these elements together, you might be surprised at how they affect your success rate.