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I was talking with a prospective customer the other day, and she unloaded a bunch of Website problems on me.
She said, "Rick, we have tons of people on our site every day, but they don't call and they don't fill out the contact form. We're sitting over here racking our brain because we just can't figure out why."
So I asked her a couple questions about the website's copy. (That's usually a good place to start.)
She said, "Oh, we have tons of copy. We talk about our staff and how long we've been in business. We talk about our services and all of the things we do."
And problem number one surfaced. Her website copy was written without regard for the consumer. They talk too much (and only) about themselves.
To be effective, website copy must address the consumer. And understanding the consumer's mindset and buying motivation is the best way to convert visitors into customers (or leads).
Consumer psychology is loosely defined as understanding how consumers think, feel, justify, and decide among purchase alternatives. And a website can be a powerful tool used to influence that purchase decision.
Let's take a closer look...
Consumers have a "what's in it for me" mentality. They are more apt to buy (or interact with a website) only when they think, feel, see and understand how the featured product or service will help make their life or job easier.
So how do you understand the mindset of prospective customers and develop influential website copy?
Start with your existing customers.
Conduct several interviews. Find out why they purchased from you and uncover the factors that influenced his or her buying decision.
Don't stop there. Ask great questions when talking with prospective customers. Find out what they look for in a brand or supplier. You'd be amazed at how much you will learn.
Take the most common factors and wrap your products and services around their needs. Concentrate on the benefits addressing only the consumer.
Remember, consumers don't care about you or how great your business is. Avoid using the words "we" and "us" too much. Concentrate on using and crafting your message around the word "you."
I understand using the word "you" is considered poor business writing, but online copy is not an annual report or a corporate memo. The Web is a one-on-one communication tool. Take advantage of it.
Would you spend an hour taking about yourself in third person during a sales meeting? Your prospective customer would fall asleep, or worse yet, they'd probably get up and leave.
If you're having trouble with online sales and capturing leads, start by modifying your home page copy. Just make sure you know how to calculate home page effectiveness and track improvements.
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The Website Profit Doctors are a Chicago Area Website Help Company who can transform your “information only” website into a profitable customer acquisition tool.
Primary website help services include: Website Improvements, Website Redesigns & Makeovers, Custom Website Development, Responsive Website Development, Google AdWords Advertising, Bing Ads Advertising, Google Analytics Set Up, Strategic Planning & Coaching, Competitive Intelligence & Research, Purchase Process Assessments, Lead Capture Assessments, Website Maintenance & Support Packages.
Primary website help products include: Small Business eCommerce Website, Small Business Blog Website, Small Business Website.
Blog information and opinions herein reflect the most accurate information at the time of publication and are subject to change. Readers are free to forward this article in its entirety, but may not sell, barter or leverage it for commercial profit or gain.
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