How To Make Your Website Work (and Sell) For You
No matter what you business is, you need a website. These days it's not a luxury, it's a necessity. When you're in business people expect to be able to learn more about you on the internet. You may be thinking that in order to have an effective website you need to be ready to fork over thousands and thousands of dollars for the latest technology and high-end customized graphics. This is absolutely not true!
I'm not against technology or graphics; in fact I utilize them quite extensively on my own site. BUT that's not where I invest most of my time, resources and energy and neither should you.
My focus is on communicating with my visitors because that's where the money is. People do business with those they know, like and trust and this is true online and offline. Which is why I spend my time on writing articles and blog posts, and creating video and audio recordings, mediums that allow me to communicate my message.
Effective communication doesn't require thousands of dollars, the latest technology or high-end graphics. So, what do you need to communicate effectively?
First, determine your target audience.
When you're writing copy for your website (or a speech or recording a message) you need to be very specific about who you're speaking to. Who's that ideal person you want to attract? Man or woman? What age group? Are they parents? What level of education? You get the idea.
Also, get very clear about how you can serve this audience. What is their big challenge or problem that you can help them solve?
Copywriting Strategist, Lorrie Morgan-Ferrero uses an interesting technique she calls the TARKET FACTOR. When she writes copy rather than writing to a group of people she writes to a single person - her "tarket" - (target market) who is a representative of the majority of her ideal customers.
Then, develop a rapport.
The internet is impersonal by nature so there's an even greater need for developing rapport when you're selling a product or service online. Here are a few suggestions that will help you establish that relationship with potential customers:
- Make the person reading your copy feel as if you are writing directly to them. You can do this my using the words "you" and "I".
- Focus on them. Instead of describing the ins-and-outs of your product or service, talk about how they will benefit from it.
- Be authentic and sincere. Don't be afraid to let your personality shine through. People do business with those they can relate to.
Finally, have a clear call to action.
It may seem obvious but people need to be told what to do, clearly and specifically, and they'll be far more likely to do it. Make it as easy for them as possible - they shouldn't have to jump through hoops to figure out how to "order now".
However, and this is very important, your objective should not always be to close a financial sale. Your goal is to develop long-term relationships so an important strategy is to entice them to sign-up for your newsletter or download your free report or tip sheet. This allows you to begin building a relationship with them and convert them into buyers.
So remember to follow these three steps to make your website work (and sell) for you:
1. Determine your target audience.
2. Develop a rapport.
3. Have a clear call to action.
These three steps will work effectively whether you have a high-tech, sophisticated website or a very simple "brochure" website. Business is all about marketing and marketing is all about communicating!
I'm not against technology or graphics; in fact I utilize them quite extensively on my own site. BUT that's not where I invest most of my time, resources and energy and neither should you.
My focus is on communicating with my visitors because that's where the money is. People do business with those they know, like and trust and this is true online and offline. Which is why I spend my time on writing articles and blog posts, and creating video and audio recordings, mediums that allow me to communicate my message.
Effective communication doesn't require thousands of dollars, the latest technology or high-end graphics. So, what do you need to communicate effectively?
First, determine your target audience.
When you're writing copy for your website (or a speech or recording a message) you need to be very specific about who you're speaking to. Who's that ideal person you want to attract? Man or woman? What age group? Are they parents? What level of education? You get the idea.
Also, get very clear about how you can serve this audience. What is their big challenge or problem that you can help them solve?
Copywriting Strategist, Lorrie Morgan-Ferrero uses an interesting technique she calls the TARKET FACTOR. When she writes copy rather than writing to a group of people she writes to a single person - her "tarket" - (target market) who is a representative of the majority of her ideal customers.
Then, develop a rapport.
The internet is impersonal by nature so there's an even greater need for developing rapport when you're selling a product or service online. Here are a few suggestions that will help you establish that relationship with potential customers:
- Make the person reading your copy feel as if you are writing directly to them. You can do this my using the words "you" and "I".
- Focus on them. Instead of describing the ins-and-outs of your product or service, talk about how they will benefit from it.
- Be authentic and sincere. Don't be afraid to let your personality shine through. People do business with those they can relate to.
Finally, have a clear call to action.
It may seem obvious but people need to be told what to do, clearly and specifically, and they'll be far more likely to do it. Make it as easy for them as possible - they shouldn't have to jump through hoops to figure out how to "order now".
However, and this is very important, your objective should not always be to close a financial sale. Your goal is to develop long-term relationships so an important strategy is to entice them to sign-up for your newsletter or download your free report or tip sheet. This allows you to begin building a relationship with them and convert them into buyers.
So remember to follow these three steps to make your website work (and sell) for you:
1. Determine your target audience.
2. Develop a rapport.
3. Have a clear call to action.
These three steps will work effectively whether you have a high-tech, sophisticated website or a very simple "brochure" website. Business is all about marketing and marketing is all about communicating!
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