It can be tempting when writing content for your website to fill it with all sorts of information about your business, how accomplished it is, how many awards it has won, how many employees and clients it has.
And that is your first big mistake.
Instead, you need to remember that your website is there purely to attract your customers and make them buy your product or service. So it is important to put yourself in their shoes when writing content.
The following will help you create the right kind of content to turn leads into sales.
Understand your ideal customer
It is vital to know what customers expect from your business and what motivated them to visit. Don’t assume a degree of technical knowledge and keep any information relevant and simple.
For example, if you install swimming pools and they just want a quick, rough quote of how much a pool will cost, don’t force them through the full quoting process and then tell them someone will call within the next 48 hours.
Many businesses, once they have a website, think the website can do all the customer service for them. But people still want to talk to a real person, especially when a large amount of money is changing hands.
This is about the useability and navigation of your site. Again, simpler is better. Many businesses structure their site around categories – like they would in a shop – but that might not be best for the customer. A great way to find an ideal structure is to put topic headings on separate post it notes and rearrange them till you find the best groupings. Ask your friends and family to help.
It also pays to make commonly searched for items prominent, so customers can find them easily with no more than one click.
Speak to the customer
In other words, address them in the first person. So instead of a sentence that reads “XYZ Widgets recently won the International Widget Award for outstanding customer service”, use “You will find our customer service second-to-none”. This personal approach will ensure the reader is more receptive to your message.
Benefits, not features
This is a little similar to the tip above in that it puts the customer first by talking about the benefits they will gain from your product or service, rather than its features.
Unsure of the difference? A feature is “Or widgets come equipped with a five-speed doo-hickey and three-height seat adjustment”. On the other hand the benefit is “Your comfort is assured with a three-height seat adjustment, while the five-speed doo-hickey will satisfy your need to get the job done quickly.”
Another example is that a bookkeeper might want to talk about how experienced he or she is and what software is used, but instead should address the customer’s desire to be free of doing their own accounts.
No-one likes a bragger
Please, please don’t use precious space to catalogue a list of accolades and achievements. Sorry to say this, but no-one cares. If you must boast, keep it brief and only on your “about us” page. Or, even better, use third-party testimonials to sing your praises.
Keep it brief
It’s common wisdom that a website has about 8-10 seconds to capture a visitor’s attention, and that most people scan, rather than read web content. So the last thing they need are big blocks of boring text. It makes it hard for people to make a quick judgement about the relevance of the site, and they will choose to leave.
If your website content needs a revamp in order to speak to your customers, call Direct Sites Online on 02 9557 7623 or email firstname.lastname@example.org.