by: Santiago Sosa
Even the most beautiful website in the world won’t be able to convert a single visitor into a client unless the website is well written and has compelling content to entice the visitor and tells him to take immediate action.
Fortunately there are plenty of resources and examples of beautiful website copy that has been proven to sell. If you have been around the online marketing stratosphere for a while you have probably heard that content is king, this is true not only for search engine optimization, but for conversions as well.
Understanding Effective Website Copy
As you already know it is fairly simple to put up a blog or website on the internet nowadays, because of this most customers are very skeptic as to what they read on the net. As a website owner, you are responsible for gaining your customers trust and prove them that you are worth of earning their business and their hard earned money.
With all the autoblogs and guest posting that surrounds the internet today, it is very hard to identify robot generated content to unique website copy, it is highly important that you prove to your visitors that you are a real human being and that you are writing to them not because you want a spyder to rank you because of the keywords you embedded in your text.
A good way to personalize your user experience is to write in an informal, easy to understand way. Write your content just as if you were explaining your business to a colleague who is interested, don’t try to seem bigger than you are, and try to be as straightforward as possible.
Add a good photo or video to your website: When presenting yourself on your new site it may be a good idea to show a picture of yourself or your team so prospect clients can put a face to the product or service you are offering. It has been proven that when a good photo is added to the sales copy of any website sales conversion tend to go up. With today’s technology is also fairly simple to record a high definition video to introduce yourself to your clients. Most smartphones and tablets have a decent camera that can shoot high definition video. If you’d like to add a touch of interactive video, dress up and put yourself in front of the camera and introduce your company to your prospective clients. Once you shoot the video you can easily edit it with software such as iMovie or Windows Movie Maker and upload it to video sharing sites such as youtube or vimeo.
When it comes to selling products and services online you should focus less on the features and more on the benefits that you can provide your potential customers. Here are some ideas to help you gain your customers trust:
Use testimonials on your sales copy: Prospect customers like to know that you have happy clients who use your products and services. Try to get a couple of your current clients to write a short testimonial and tell them if it is ok to use it on the website. Another very effective way is to have a couple of your customers send you an audio or video testimonial talking about how happy they are about using your company.
Provide clear calls to action
Probably one of the most important things when creating a website is to have clear calls to action on every page. Simply think if a customer lands on any of your pages what is it that you want them to do. Here are some pointers on how to make a clear call to action:
– Display your phone number in an easy to find location of the web page.
– Use different size and colors to emphasize important links in your website content
– Put a form on all pages where visitors can input their comments and questions
– Try to reduce distractions on your site