I’ve been reviewing a number of websites for people recently, advising them on how to alter the text to be more effective and attract more buyers and more interaction with their visitors.
And I see the same mistakes over and over again.
There are five really crucial mistakes that you could be making that will be costing you leads, sales and profits.
Mistake #1 – Having a headline that doesn’t attract your prospects to stay on the site
The purpose of the headline, whether it’s on a webpage, in a newspaper or in an advertisement, is to entice the reader into the rest of the article or ad.
If your headline doesn’t draw the reader into the rest of the article or sales letter then your copy won’t be read or acted upon.
So the headline is one of the most important parts of every single web page.
Mistake #2 – Not making it clear who you are talking to
Who is your target market? Who are your ideal clients? Decide on your niche and then target all your copy at that particular type of person.
You can’t market effectively to everyone, so you have to narrow down your target market to a group you can define and identify.
Once you have identified your ideal clients, you can make it clear in your copy who you are talking to. Your ideal clients will recognise themselves and feel you’re speaking directly to them – which is what you want.
Mistake #3 – Not having any way of collecting names and email addresses from your visitors
How many websites have you visited once, and once only? You found what you were looking for and left, never to return. Your visitors are just the same! They’ve found your site while searching for the answer to some problem and they’ve either found the answer or not, but they’ve left, never to return.
Most people do not buy on the first visit to a website. In order to convert your visitors into buyers you will need to develop a relationship with them – and you do that by keeping in touch.
You can only keep in touch if you collect their details!
And these days that means giving them something of value in exchange for their name and email address. The days when people would sign up for a newsletter are long gone. You need a valuable giveaway that answers the immediate questions they may have along with a form to collect the details.
Mistake #4 – Having your website all about you and your company
Everyone’s preoccupation is themselves. Your visitors have come to your site looking for the answer to some problem. They are not interested in how long you’ve been in business, or what you do. They are only interested in whether you can help them with their current problem.
Your copy needs to explain what you do as benefits to your ideal clients. This is particularly so when you are selling a service. For example, people don’t buy coaching, they don’t look for someone who is a fully qualified NLP practitioner and graduated with a Masters degree in coaching. None of that matters. What they buy is the transformation in their own lives that coaching will give them.
So write your copy with the benefits to your clients foremost.
Mistake #5 – Not having a clear, strong call to action
What do you want your visitors to do when they’re on your site? Do you want them to sign up for a free giveaway? Or purchase off the page? Or comment on a blog post?
Whatever it is you want them to do, you have to tell them to do it! Don’t expect them to know.
I was on a website recently where I’m very keen to purchase from this person. However, there are no calls to action on any page. I’ve searched high and low for a phone number to contact her – nothing. I’ve even filled out the Contact Us form twice – and received no reply! Most visitors won’t try that hard, they’ll go back to the Search Engines and find a site that does want their business!
It’s vitally important whatever you want your visitors to do, that you tell them clearly and simply what to do and how to do it.
So there you have them, the 5 most common mistakes I see with the copy on websites that is certainly costing the business in lost leads, lost sales and lost profits.
Don’t let that be you!
Image courtesy Luca Volpi (Goldmund100) Wikimedia