Writing a Sales Page that Converts

Writing a Sales Page that Converts

Writing a sales page can be a great way to boost your business. You don’t have to be an excellent writer, but there is a standard framework for realizing the best results. Below are some suggestions for making the most of your page. You Probably Need Long Copy Many businesses don’t want to produce long form copy on their sales page, because it’s a lot of work, and they don’t think it’ll be read. They don’t think it’s necessary for the sale. But here’s the thing… Your potential customer has questions. They’re not sure about your business, or how to shop in your industry. They don’t really want to be sold to, and therefore their guard is up. It takes long form copy to put them at ease. Your reader may have come in with some extremely valid reservations. There may be some reasons they’re unsure your product will work for them. It’s up to you to show them if and how it will. The purpose of your sales page is to convince your reader to take action. Use Your Persuasive Powers Writing a sales page doesn’t need to be complicated, even if the copy is long. Do you remember those persuasive essays from high school? The essence of a sales page is pretty much the same thing. Your reader has a problem, and you are using your persuasive powers to present yourself as the best viable solution. The tone may be a little different. With a sales page, it is important that you write conversationally, in a way that your potential customer will identify with. Another thing. People...
5 Ideas to Improve Your Website Content

5 Ideas to Improve Your Website Content

Here’s why you need to improve your website content today.  Did you know that 71 percent of B2B researchers begin with a simple online search? The number of consumers who begin the purchasing process with an online search is staggeringly high as well, at 81 percent. What does this mean for you, the business? Quality, engaging content is more important than ever. 5 Ideas to Improve Your Website Content Tell a good story – As much as people think they make purchasing decisions using a rational framework, this isn’t always the case. While data and numbers are important, a compelling story can be exactly what it takes to trigger someone hitting the buy button. I’m aware of these emotional impulses and sometimes like to pride myself on my logical mind. Then I set foot in my office, look at my bookshelf and see all the books I’ve owned for years that I’ve not yet read. Alas, I’m not immune to this one. Solve your readers’ problems – Your reader is coming to you with a problem, and it’s up to you to quickly show them you are the one to solve it. So go ahead and give information away. It may seem counter-intuitive at times, but it will position you as the expert. If you can show them how to solve their problem, they’ll come to you when they need your services. Features vs. benefits – A product feature isn’t going to do a whole lot for the reader. The amount of RAM on your computer is a product feature. The number of windows you can have open, while editing video...
28 Rules for Writing Copy for Websites

28 Rules for Writing Copy for Websites

Writing copy for websites requires establishing a bond with your reader. It requires connecting on a deep, emotional level that leaves the reader enthusiastic to take action. There is an art form and psychology to doing this successfully. You have to be able step out of your shoes and consider your audience. Below are some methods for making the necessary connection for a successful website. The Rules for Writing Copy for Websites Write a stellar headline – When your page comes up in a search result or on social media, your potential customer will spend fractions of a second determining whether they want to continue. The Internet is a crowded place. You have to make people curious, or let them in a benefit. Make them want to read on. Your headline is the first thing they see. Be a problem solver – When someone clicks on your page, it’s because they think you’re the solution to what’s been bugging them. Make sure you understand your customers’ pain point, and how you can present yourself as the solution. Keep it punchy – It’s pretty hard to bore people into becoming a customer. Keep your sentences punchy. Use short sentences and active verbs to enhance the quality of your marketing message. Keep it conversational – The days of being able to clobber a reader with your advertising message are over. Your reader can respond by closing the browser window or moving on to a competitive page. Instead of aggressive and spammy, go for conversational. Picture yourself out for coffee with your prospect. Write like you’re talking to them. Be Yourself – While...
The Importance of Visual Content For Your Website

The Importance of Visual Content For Your Website

The visual content on your website plays an important role in keeping your customers engaged, and moving them through the buying process. Your readers are making decisions on whether or not they will read or take action on your post within a matter of seconds. If the topic doesn’t immediately appeal, they are likely to move on. This makes crafting a concise message important. It means keeping your website content on topic. But there is another way that you can get your story across. The use of powerful visual content can take your website to the next level. Sometimes, a visual element can be used to explain a concept better than words. Ideas to Improve Your Visual Content Compelling photos – We’ve all seen the stock photo of the suits sitting around a business table at a very important meeting. It’s trite and overdone. Stop using the same boring photos from the same places. There are some great stock photo sites out there now. Try sites like Unsplash or Pixabay. But whatever you do, try to avoid the stock photo clichés. They bore people, and they don’t do anything to help you stand out over the competition. Photos to support your products – If you are in the business of selling products, make sure your photos represent your products in the best possible light. This is true from real estate professionals to Amazon store websites. Your photos are creating first impressions of what you sell. Out of focus will turn people away. Even good enough might not work here. They need to be sharp, professional-looking photos to sell your product. Infographics...
Writing Home Page Content That Converts

Writing Home Page Content That Converts

Writing home page content is a crucial part of your marketing process. It used to be that when a potential customer had questions they’d pick up the phone. If they liked what they heard, they may get in the car and drive down to your business to find out more. Impressions were made on the phone and in the store – where business took place. Now, there’s another layer to the process. Instead of going through the trouble of talking with someone, when a potential customer has questions, they’ll go to your website first. That’s where first impressions take place. 3 Key Components to Writing Home Page Content   Go ahead, Tell Them What You Do – Now is not the time to be shy. Your reader is in investigation mode when they click on your website. They’re still not 100 percent convinced they’re in the right spot. The easiest way to keep them reading is to tell them what you do. When you network, do you have a 30-second elevator speech? Do you know how to cut to the chase and tell people how you help in the most concise way possible? That quick hit explanation should be front and center on your home page. It eliminates any confusion, or any potential thought from your reader that they might not be in the right place. A few more thoughts on that explanation: Eliminate the geek speak. Your customers probably don’t understand your industry the way you do. Eliminate business jargon and acronyms. There’s also no need to use words that would otherwise belong in a doctoral dissertation. This...
46 Tips to Create Killer Web Content

46 Tips to Create Killer Web Content

Killer web content involves considering your customers’ experience at every turn. After all, your readers sought you out, and not the other way around. They found you in an attempt to have key questions answered. They found you in an attempt to alleviate their pain point. Their questions and concerns should be addressed high within your copy. Your website is not the place to sound like a used car salesman. It’s not the place for unprofessional and half-baked content. It’s not the place to make your customers fill out expansive questionnaires, or follow a convoluted trail of clicks to simply do business with you. It’s the place to distinguish yourself from the competition and develop your business’s voice. It’s the place to establish trust with your customers and build relationships. Creating killer web content is a big part of making your web presence a success. Here’s How to Create Killer Web Content Every Time STRATEGY  Understand Your Audience – The people who land on your website are going to have specific characteristics. The more you know about the people shopping for your products and services, the easier it is to market to them.  Make a Promise – What will people get from reading your page? What will they get from your product or service? Make a promise in your headline and lead sentence, and then deliver in the body copy. This concept is key to creating killer web content.  Put Benefits on Display – Make sure you understand the difference between features and benefits. Features are product specifications. Benefits outline just what somebody is going to get from using...