Many of these tips may seem obvious but it is surprising how many new clients we take on haven’t considered any of them. Have a quick run through these to see a few of the basic ways of turning curious website visitors into customers.
1. Highlight relevance
A visitor will disappear within seconds if they don’t see evidence that they’ve discovered what they are looking for. Make it obvious that you can help them. Add titles and sub-titles that describe and sell your business (remember to also include keywords) and make sure you include images that show your products or illustrate your services. Could you also add a brief bullet-point list of why you are the only supplier they should consider?
2. Build trust
The internet is filled with tricksters, so people are weary of dealing with new names. Remove any anxiety by showing what a reputable business you run. Place testimonials around the site to highlight that you have done a good job for people in the past and use your “About Us” page to give a little background info on your business and to re-affirm your main messages. If you can paint the picture that dealing with your business is completely hassle-free then visitors will not feel a strong need to check out your competitors.
3. Tell them what to do next
Surprisingly, something vitally important but often lacking from the copy on a web page is a Call to Action, i.e. an instruction of how to proceed. People are used to these and without them your conversion rates will always be low. Remind visitors at the end of your sales message that you want them to “Call now” or “”Enquire here” and in doing so, they will. If you can add some urgency, like “Free trial to the first 10 people to call this number” then it’s even more influential.
4. Answer questions before they are asked
Visitors have lots of questions buzzing around their head and if your site doesn’t answer them then they’ll bounce off to find one that does. “Can this product solve my problem?”, “How long does delivery take?”, “What happens if something goes wrong?”, etc. Pre-empt these questions by building them into your website copy and by creating an FAQ section that sales pages point to. This is also a good way of showing off the experience you have within your market.
5. Be interesting as well as persuasive
Simply throwing sentences together for the sake of having something on your website isn’t going to win you any new customers. Each web page needs to tell an informative, compelling story that convinces prospective customers to deal with your business. All things considered, the text on your website is the most influential component and you need to make sure that your website is a highly effective salesman.
If you are not experienced in writing copy that can attract visitors as well as sell to them then invest in some professional SEO copywriting