An Introduction to Converting Website Visitors
Converting Website Visitors article
Visitors aren’t what you want
With all the buzz around SEO it’s surprisingly easy to be lured into thinking that it’s visitors you need. You don’t. You want customers not visitors.
Copywriting helps you convert, not covert visitors.
Sales copy is about getting visitors to respond, whether that be to buy a product or service, to sign-up for a newsletter, to support an idea, even click on an advertisers link… however you define a ’sale’.
There are many other elements to a website — images and graphics, functionality, layout etc. All these are important in facilitating the buying process but the actual selling is done by words. At it’s simplest that is “click here to buy this for this much”. But there’s so much more to it than that.
Ever bought anything off Amazon? If so, how much copy did you see? Whenever I’m agonising over what product to buy it’s not Amazon’s design, the images or even the one-click ordering that actually sells to me.online payday loan After a quick check of the manufacturers’ description to ensure it does what I need comes hours of reading through all the reviews and comments to see if it’s something I want. That’s when I buy. It’s no accident that Amazon is so copy-centric or that it allows user reviews, they understand their customers.
Is your web copy working hard to get sales?
I see this all too often, websites that provide visitors with a whole bunch of information about who they are and what they do, some of it quite interesting. The trouble is it’s bloated and lazy, just passively filling the page. Every word you write should be working hard to ensure you have the visitor’s attention, to get your message across and lead him/ her to the response you want.
Don’t forget to sell!
“So we’re talking the hard sell and persuasive copy right?”
If that’s what works best for your target market then absolutely yes. But in most cases I would say absolutely not. High pressure, pushy sales techniques don’t tend to work too well online where there’s a back button.
And what is persuasion? For me it conjures up images of two largely built gentlemen in tailored suits inviting me to try on a pair of concrete boots. A better technique must surely be to provide the visitor with compelling reasons, appeal to their wants and build trust? It’s not about trying to steam roll resistance, it’s about making the visitor want to respond.
This is possibly the hardest challenge facing any business and any copywriter. But there are many ways in which you can increase your conversion rates through well written sales copy.
An Introduction to Understanding Customers
Understanding Customers article
viagra simple steps to success
Successful business is all about communication and to communicate takes just 2 things:
- Something to say
- Someone to listen
It’s really that simple? Yes, but I never said it was easy.
“And copywriting helps me with what I want to say?”
Yes and more. Copywriting is about communication and we know that takes 2 things so, for your words to be effective they need to be written to get heard. This needs an understanding of who they are being written for. Without this you face the biggest pitfall when writing for the web:
Trying to tell people what you want to say and not what they want to hear.
More than any other medium, internet users have incredible control over what, where, when and how they read. If what you’re saying isn’t what your target audience wants to listen to then it just won’t be read.
Know Your Customers
OK, this is a term I’ve pinched from anti-money laundering regulations but it’s what counts for any business and for effective copywriting. Without knowing who your potential customers are and what they are looking for you can’t hope to communicate effectively.
What does your target market want? What do they need? Who exactly is in your target market? What do they respond to? Where can you reach them and how? Are you missing opportunities?
Getting emotional
For optimal results this goes much further than logic and matching benefits to needs. Consumer behaviour is as much driven by emotional wants as it is logical needs. Knowing what drives purchasing decisions and what will tip a visitor over into becoming a customer gives your business and your words considerable power.
PoFint — copywriting for a reason
An article about Copywriting Tutorials
Effective copy comes from copywriting for a reason. If that reason is missing the point, if everything you write doesn’t have the right purpose, then you have ineffective web copy. And that costs you customers. Copwriters make sure your web copy has an ‘f’ in point.
Copywriting 101
An article about Copywriting Tutorials
Effective copywriting means avoiding Businesspeak and freeing your words from the rules that imprison them. It means not being afraid to write, to be an individual, to connect with your audience. It means reaching customers. Free yourself with this copywriting 101.
An Introduction to Copywriting in Web Design
An article about Copywriting in Web Design
High quality web copy is a valuable asset in web design and provides a designer with many tools to produce more effective websites. Don’t be fooled into thinking web design is all about graphics or that image is the same as image. Are you guilty of being a copy stuffer? Shame…
An Introduction to Keeping Website Visitors
An article about Keeping Website Visitors
Beating the back button’s gravitational pull means going beyond headlines and a beautiful website. It means keeping a visitor interested at every step. You never get a second chance for a first impression but you get many chances to lose a visitor on every subsequent impression.
An Introduction to Attracting Visitors
An article about Attracting Website Visitors
Attracting visitors means looking beyond simple SEO and taking every opportunity to get more than increased traffic, more than the right visitor — to get customers. SEO copywriting targets potential customers and search engines.