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Newsletters > Volume 1, Issue 4 The
13 Point Checklist to a Web Page That Sells
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recommendations on copy and design changes to their home page - the home page they personally designed. |
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Most of us have websites - and most of us have a website for one purpose - to generate business. Now some of you may have done your own design and copywriting and have become very enamored and attached to your efforts. If that’s the case, you may want a shot of Novocain before reading on. At the risk of “touching a nerve”, I’m going to make this bold statement: If your home page reads anything like: |
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you’re likely losing the reader by the time they get past "Welcome” and you’re also likely losing sales. > Got a really cool looking Flash animation that continues and continues? > How about looping audio? > How about a page of tons of text, all same size, font and color? > Is your contact information stuck away only on your “Contacts page”? If you’ve answered yes to any of these, you may like what you see, but you’re probably not getting the highest conversions from your visitors. So, want more sales from your site? Well, check this out ->
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The
13 Point Checklist to a Web page that Sells: 1. Grab me with a benefit-oriented headline that solves a problem for me. And make that first word an action word. You can even use a question or 1 sentence testimonial from a customer that focuses on the benefit of your product or service. 2. Get me reading your copy by addressing what’s in it for me. I don’t care about your 148 years in the industry; however, turning that around as a benefit in terms of how comfortable I’ll feel because of your experience, is something I’m interested in. |
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3. Talk to me like you talk to your closest friends. Use evocative words and phrases, not technical jargon that anyone outside your industry may not understand. Make an emotional connection with your visitor, using words like “feel, imagine, discover”. 4. Make it easy for me to read by breaking up your copy with subheads, bullets and pull-quotes. |
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5. Create a sense of urgency for me to act. I may never return - give me a reason to act now. 6. Tell me what you want me to do - that is to either call you, fill out a form, buy now, or download a white paper. 7. Give me all of the contact information I need, and make it clear, convenient, and easy for me to act. 8. Support your message with images or photos that depict your product or service and will be meaningful to me. And people in photos really draw attention. 9. Support your images or photos with captions that sell the benefits of your product/service to me. Captions are often read before anything else on the page. 10. Include testimonials or a prominent link to a testimonials page that reassure me about your credibility. 11. Tell me what makes your product unique in terms of benefits to me. Don’t bash your competition, but convince me why your product is better - again as it relates to how my problem will be solved. 12. Either show me your guarantee or prominently display a link to your guarantee. Try to use an image of one of those official looking scrolls. 13. Don’t distract me from your benefit-driven copy with never ending animations. My eye will be drawn away from why I should do business with you.
Remember, your visitor is there to solve a problem of theirs. Draft your message carefully to address your solution, tell them what you want them to do, make it easy for them, compel them to act and create a sense of urgency. As I left my dentist’s office although I was hurting a little, I knew that the pain I endured would help accomplish one of my goals - not to lose my teeth. Reflect on what the true goal of your website is, and determine the best website design as it relates to your visitor, and you’ll reap the benefits of experiencing the growth in your business you’ve been dreaming about. Happy Holidays to all, and hoping you Realize Your Market PotentialTM. Brian Lewis Solutions Insight Interactive 4919 Colusa Drive Oceanside, CA 92056 760 207.3101 P.S. There’s a wealth of information available on Web site marketing and usability studies and tests. Give me a call at 760 207.3101 to discuss how those findings can translate into greater sales to your website. © 2004 Solutions Insight Interactive, All Rights Reserved Need content? You may use this article on your website or in your newsletter. The only requirement is inclusion of the following: Article by Brian Lewis of www.solutions-insight.com, Proven results in driving traffic and sales to your site.
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