Many of these websites feature terrific graphics and even fairly solid web copy, but neglect to follow some well-establish web copywriting rules.
Incorporating the following 5 elements into your web copy will result in near immediate gains in leads, sales and ultimately profits.
1. Fail to connect with target audience
The popular notion that simply driving traffic to your website will result in an influx of sales is absolutely, unequivocally false. You can drive endless streams of traffic to your website, but if you fail to connect with your target audience, you’ll leave sales, and ultimately profits on the table.
The key to connecting with consumers is identifying your ideal customer. What attributes and characteristics define your “perfect” customer? Getting to know your ideal client is paramount to closing the sale.
You must think outside the box. You must go beyond demographics. What makes them tick? You have to be able to tap into their inner-most wants and desires. What are their problems, and how do you plan on solving them? You have to connect with them intimately. How will your service or product benefit them?
2. The lack of a persuasive offer
I have beat this drum before and I will continue to do so. I see many websites simply offering a product or service with an affixed price. Think this will close the sale for you?
Think again. It’s critical that the offer you present is utterly irresistible! You must build value in your prospect’s mind. Even more importantly, you must offer what is referred to as “perceived value.”
Let’s take a closer look at “perceived value.” Even if what you offer costs you next to nothing to produce, your prospect must perceive that they are receiving more than what they are paying for. Loading your offer with a bonus is one of the most effective ways to accomplish that.
Want proof that bonuses work? Just flip on your television and watch those late night infomercials. That gentleman pitching the latest set of steak knives will usually follow his initial offer with something like this:
“And if you order the all-new Shinago titanium steak knives within the next 20 minutes, we'll throw in a second set of sleek titanium steak knives absolutely FREE!"
And they do this because the bonus strategy generates MORE SALES. It's a proven time-tested method!
3. Neglecting scarcity
Most visitors to your site who take the time to consider your product or service would like to buy from you. The dilemma is they feel like they can simply come back to your site at any time to purchase your product or service. It simply is not a priority to them. So how do you create that sense of urgency?
You need to incorporate a sense of scarcity into your offer. There are multiple ways to employ this strategy. Whether it is a limited time sale, summer special or 'while they last' item, there are many ways to create a 'call to action' which motivates buyers to act immediately.
Phrases such as 'Don't wait another moment, "act now!' or "call today!' may not seem like killer advertising copy, but these phrases resonate in the minds of your audience. This principle has worked for ages and is still used today to generate massive sales and profits.
4. The absence of proof
With the abundance of offers proliferating the internet, consumers are becoming increasingly hesitant to purchase.
Sure, your website may be professionally designed, offer an array of beneficial products or services, but if you don’t offer some kind of tangible proof, your prospects may question its validity.
You can, of course, inject testimonials and guarantees into your website, which offer immediate credibility. However, elements of proof do not end there. You can include the story behind your product, case studies, statistics and facts and “seals of approval.” Any relevant elements of proof you can add to your website will go a long way in establishing trust in your service or product.
Let’s face it, we live in an increasingly cynical and skeptical society. You must remove any kind of risk in your customer’s mind.
5. No distinct call to action
This may seem like a painstakingly simple principle, but it’s one that is often neglected. I want you to take a second and think to yourself, “What is it that I want my visitor to do?” Once you have a clear objective established you can focus on the outcome.
It’s critical that you keep your call to action simple and straightforward. Focus on one point and one point only. If you want your customer to click on a “buy now” button, instruct them as clearly as possible to do so. A convoluted call to action will confuse your customers and result in a significant reduction in sales.