Working on creating your own site, you probably imagine the hundreds, thousands, and even millions of interested visitors, some of which will certainly soon join the ranks of your customers. The site structure is well thought out, there is a strategy and content that will be of interest to visitors. You could even carefully chosen keywords and tightened its position in the search results. Are all those actions guarantee for success?
Do not rush to open the champagne, it turns out, you still have work to do …
Words placed on your pages, that’s what we forgot! For visitors interested in advertising and leads to your site: this is only half the battle. You still have to keep your visitors interested in the content of your website, otherwise it will go to your competitors.
Carefully chosen “words” (content) is a powerful tool when used properly which can instantly grab the attention of the visitors and hold them longer on your site. However, knowing a few simple secrets of the psychology of sales, you can easily and naturally encourage people to purchase or otherwise “expected” call to action fulfillment on your website.
Imagine that the first time you cross the threshold of the shop. Inside you will find excessively intrusive dealer, fill a bunch of unnecessary information, or vice versa, his indifference, the added clutter on the shelves, and the absence of price tags. Your reaction is obvious! You just walk out of the store and will be unlikely to return again.
As the face of the whole site, the main page visitor creates the first impression about you and your company. Arriving at the home page, your client must immediately navigate to the topic of your site and see what he can find here. As a rule, it is enough your menu navigation must be visible to your visitors. Here will come in handy and clever use animation effects (for example, the hover-effect).
Home page should not contain too much text. If you want to tell a visitor a “long history” – do it in the relevant section. Otherwise, you run the risk that burdened too much information, people will not read a paragraph and, will just go away from the site.
The correct text for the home page, is like a prologue to your book (short and sweet). It should concisely and accurately reflect the essence of the main site, so, you won’t have difficulty adding your keywords to your text.
A couple of tips:
- Try to keep “fresh” information on your homepage. The old content is no longer relevant today and can become provoking even for your regular customers.
- Two or three calls to action, “Shopping”, “Get a Quote”, “View our work”, etc.gently push the visitors to the section you are interested. But do not overdo the amount of such links, it will reduce the concentration of the visitor. Just help to decide what next step to take.
This is exactly the page (or even a section of the site), where you can speak freely. Visitors come here just to get more details about you and your company. So, what is relevant here?
- Describe your business in detail;
- Put photos of yourself or your team;
- Open part of the data in terms of sales, numbers and level of customers;
- Share strategy and plans for the future;
- Sharing an inspiring story never hurts.
This will raise your credibility in the eyes of your clients.
A couple of tips:
- Use text formatting capabilities. Not everyone likes to read “monotonous” long text. Organize the information. Simple sub-headings, bulleted lists, bold texts will help your customers quickly find the information they are looking for.
- It is not necessary here to pour a lot of “water.” If you are not ready to share every detail about your company to your visitors, try to emphasize the strengths of your company.
Products / Services
Pages that are in this section of the site, as a rule, are your “workhorse”. It is here that visitors take the final decision to purchase your products or services, so it is appropriate to do little marketing tricks on these pages. Some useful information about Important Components of Successful Online Stores was provided in an article earlier.
When doing descriptions of goods / services, try to make your client find the answers to the following questions:
- What is it anyway?
- Why do I need it?
- What is the difference this from other similar products? (Help choose from a range of products)
- What grade is it?
- Is there an example of a specific use or “Why should I buy it?”
If, after reading your description and they still have questions, do not expect that the customer will call or write to you to clarify those questions. Rather, the customer will simply find goods, that have description answering his questions.
When choosing a way to feed your content to your visitors, remember that people have different perceptions of the information posted in different parts of the page. The greatest attention that human brain allocates to while reading your content is to the following:
- Highlighted texts and the words in the first paragraph
- First numbered or bulleted lists
- Picture captions and captions to the illustrations
- Conclusions to the articles
- Rarely, but they do, pay attention to the first comment.
Use it! But without fanaticism … Concentrate a buyer on one or two really important points, without diverting with the details.
A couple of tips:
- The text on the main part of the pages of this section must be “for the people”. Of course, it is difficult to resist the temptation to draw attention here from search engines, but do not forget robots don’t buy from you, but people do!
- Share a couple of examples for which your product or service will be essential. The buyer will follow this mechanism, “if it benefits others than I also need it.”
Contacts / Contact Details
This is usually the last (but not in importance) page of the site, which also has its secrets and rules of etiquette. Of course, to create high-quality contact page is not difficult, the main thing that you do not forget that you are doing this for your visitors.
The presence of several simple and convenient connectivity options will make you in the eyes of the customer more “affordable”, which will increase the degree of confidence. Original illustration and sparkling jokes posted here can “drive” information about you deep into the memory of the client.
A couple of tips:
- Marketing in the spirit of “Write us now and get … discount / bonus / free test, etc.” can really justify itself if you are trying to conquer a new market.
- Allow customers to quickly provide their feedback using the feedback form.
The rules that always work
Here are some rules to help you get the “right” words on any page of your site:
- Take the time to compile catchy headlines. Curiosity is one of the main forces driving our actions.
- Replace the “water-based” offer introductory paragraphs, which reveals the main essence of the text, and then in turn describe the details. Most Internet users are experiencing pathological lack of time, and this approach will keep their attention.
- If you do not have outstanding abilities of the copywriter then do not worry! Entrust this work to professionals. Well spent money on the professionals very easily pay off when the words written on your pages start working for you.