If you’re sitting around wondering why your website isn’t doing a thing to earn its keep, then this article is for you.
After all, if you’re like many marketers, you’ve spent a pretty penny having a web designer come up with a look and feel along with plenty of bells and whistles for your online presence.
No one visiting your site is taking the next step in your selling process.
There’s no story. No selling going on. In short, there’s not much of anything they can’t find on just about many other sites in your industry.
And THAT’S a big problem if you’re trying to generate qualified leads and convert them into profitable clients and customers.
If your website isn’t converting web visitors into buyers, chances are you don’t have enough copy that your prospects can use to make a buying decision.
Or, at least, getting them leaning in the right direction.
When prospects read your web copy, they almost need to FEEL how your product or service can change their lives.
And that means SELLING them on how you’ll do it.
I’ve never understood this…
Something happens when marketers tell their selling story online.
I see it time and time again.
In a face-to-face selling situation, it’s unlikely an entrepreneur or business owner anyone would sit down with a prospect and begin the conversation with:
I know you’re here to solve a problem or fulfill a need. That’s great…but before you go a step further…
I’m not going to answer any questions beyond the basics. You’ll have to figure out WHY you should buy from me. Forget pushing me to tell you WHY we’re a better choice than our competitors. I know why, but that’s our secret. Don’t expect me to be concerned with your emotional needs. I don’t really care WHY you want my product or service. Feel free to look at our graphics and skip through the usual blah blah you see everywhere else like, ‘we’re #1’, ‘award-winning’ and ‘best in class.’
Look, we pushed our products and services at you. Just give us your money and trust us…we’ll look after you.
Now, before you start thinking ‘that sounds ridiculous’, you MAY want to take a critical look at YOUR website.
Because the exchange above is EXACTLY the message 90% of the marketers out there are sending to potential clients and customers when they publish websites that…
…lack adequate information prospects can use to understand the value the marketer offers. (Many site owners have fallen for the “no one reads copy” lie the “gurus” keep flogging.)
…use an About Us page that could practically be cut and pasted from any competitor website. (this is probably the second most visited web page prospect go to)
…make no attempt to develop any trust or credibility with the reader. (Many marketers don’t even show a physical address.)
Look at your website. If you were a potential customer arriving for the first time, would YOU consider buying from you?
Is there enough information on your site to move a prospect through to the next step in your selling process?
CLICK HERE to see what CAN happen to your sales when you present your prospect with enough information to make a buying decision.
If you want visitors to your website to make a buying decision, you need to give them enough information that identifies the value you offer and answers ALL their questions and addresses their objections.
Book a spot on my calendar for a Complimentary DISCOVERY CALL with me about how to make some critical changes to your web copy so your site converts more prospects into buyers.