3 Tips For Writing
Content That Will Make You Sales
Content
is king. Without content your website is an empty shell, a
skeleton with no flesh, an empty vessel. Content can redeem
the worst designed website. The
right content can make your phone ring off the hook and
flood your inbox with people wanting your product or service.
Content is the most important ingredient in the recipe for
your website's success. If you have engrossing, valuable and
relevant content you are onto a winner..
Tip
1 - Keep It Customer-Focused
- What You Like Is Irrelevant
I land
on the homepage. I want to buy a bathroom from this company.
I want to know what bathrooms they have available. I want
to know how much it will cost, when they can deliver, if they
have any special offers and what their previous customers
have said about them. Instead, upon landing on the homepage
I get the following all-time classic;
"Welcome
to ABC Bathrooms. Our company was formed in 1985. Our Managing
Director John set up the company at the age of 25 after spending
thirty years in the position of.."
Who cares?!
I want to know exactly what you sell and how much it will
cost me. I have 10 spare minutes today to find this information
out and if I don't see it on your site in a few seconds I
will click off to your competitors so don't bore me with the
life story of your managing director. I do not care. Give
me content that I like - not what you THINK I would like.
Key difference.
Tip
2 - Sell Benefits, Not Features
Potential
customers do not want to know how your product was built,
how old the production manager is or what colour the wallpaper
is in the production plant - they want to know how buying
it will enrich their lives. They want to see evidence for
the benefits of owning your product or using your service.
People don't buy things - they buy benefits and they buy feelings.
People buying a Ferrari are not buying a mode of transport
they are buying prestige, luxury, envy, success - they are
buying a symbol, a way of life.
Think
about your product or service from a customer's
point of view - what are the real, measurable and provable
benefits to them of buying from you? Include these over and
over in your content and it will bring more sales for you.
Don't be afraid of blowing your own trumpet - stick the benefits
right on the homepage for a start!
Tip
3 - Include Calls To Action - Everywhere!
Excellent
- you've written killer
content and people are coming back to your website time
and again for the information. Your traffic figures are shooting
through the roof. It's brilliant! You can't believe you've
cracked it. And then you look at the number of orders placed
last week - zero. Oh. What happened there? Better to have
one person visiting your site each month who actually places
an order or produces a sales lead rather than have 1000 people
who do neither.
If you
don't have clear benefit-focused calls to action peppered
throughout your content people will not get in touch with
you or place that all-important order. You hook them in with
the winning
content and then you offer them more information vial
email or a free quotation if they phone you - anything! You
must have calls to action present throughout your site - combine
this with the other two tips and you are on the way to having
content that actually makes you sales.
Mike Cheney
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