Web Content That Sells!
Spent some time over the last few days checking out some websites, in particular the content… mainly what they say and offer in regards to their product or service.
I was checking whether the words they use are designed to SELL… Apply this test… when you visit a page are you ready to jump in and buy based on the words they use or the offer they present.
Guess what I found… 99% of what I saw couldn’t sell a dollar for fifty cents!
That’s why I consider the majority of business websites are just a waste of space.
Funny thing is though… most web pages don’t even have an offer… Most of the content is technical “mumbo jumbo” stating facts and figures or that they are the best and the equipment they use is top class, latest technology… not at all directed at the client… and NOT at all designed to SELL.
Here’s a classic that I found under the title of “skin rejuvenation”. I’ve replaced the product name just so no one takes offence and some scumbag tries to sue me…
“the product name” uses a unique combination of bipolar conducted electric current and optical (light) energy to isolate and effectively treat the problem area, leaving the surrounding skin free from potentially harmful side effects.
“the product name” requires no sedation or anaesthesia. The average procedure takes less than 45 minutes to perform. Immediately following the procedure, you can return to work or your daily schedule with no problems.
Sounds pretty compelling doesn’t it… don’t you just want to jump right in and buy… anyway, it goes further…
An overall improvement in skin texture can be seen even after one treatment, which will bring about a youthful, refreshed, firmer and younger appearance.
This revolutionary combination makes “the product name” a safer and more effective technology for skin tightening, wrinkle reduction and full face and neck rejuvenation. The “the product name” procedure is very affordable.
How much of that “rubbish” makes you want to BUY?
Does it serve any purpose? What are they really trying to get the reader to do? What action are they trying to get the reader to take.
Here’s my point…
Most website content is exactly the same as that… It fails on a number of points, but here’s a couple;
- it is not benefit driven… it is feature based… OK, there’s a little bit in there about youthful, younger appearance but hardly enough to get a response.
- Does not ask the reader to do anything… NO offer to respond to
If you really want to SELL something you need to identify the problem you are trying to solve. Here’s some tips that will instantly transform this content into something useful…
- Attention Grabbing Headline – what about “Look Years Younger Without Surgery”… instantly gets the readers attention and identifies a main benefit…
- Testimonials from those who have tried it… provides social “PROOF” that the treatment really works.
- Include an OFFER… make an incentive to the reader to take action NOW… normally valued at $197 but here’s how you can instantly SAVE $100… just enter your details in the form below.
Guess what… you’ve just gained the contact details of an interested client… you can market this product to them forever .
I’m no accomplished copywriter… but it wouldn’t take too much effort to improve on this content to get a better chances of a SALE.
As I mentioned… the internet is littered with this stuff. Many have probably paid a fortune to a web designer for an ineffective website.
WARNING: Unless your website designer really understands direct response marketing and how clients make a buying decision, don’t rely on him or her to write YOUR message or develop your site!
Find someone that understands marketing!
Please leave your comments below and tell me what you think.
About The Author
David Glendinning is a business coach and specializes in website design for direct response marketers. Visit his blog and signup free to get response- boosting online web strategies that pull in the orders and pays $$$ into your cash register. To get blog updates, news and more go to Direct Response Website Marketing Tips
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2 Responses to “Web Content That Sells!”
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Hello David, I really enjoyed your article: “Web content that sells.”
I understand that stating the benefits to the customer, and providing solutions to the problems customers are experiencing, are excellent ways to turn visitors into buyers.
I liked the example in the article, web content that sells.
I sell handcrafted jewelry, purses that I make from recycled materials, handcrafted greeting cards and more, on my website.
I am interested in knowing how to better state the benefits to the people that visit my site; tho I am not sure with the kinds of things I am selling, how do I list the benefits, as well as how would I fit my products into solving a problem the visitors to my site may have?
I would be interested in hearing what your ideas/suggestions are.
Thank you David.
I am not sure if you reply back to my questions on this page of your website, or if you send a reply via email or what.
Ann.
Hi Ann,
Great comment… Let me know your website URL so I can take a quick look.
It is sometimes difficult to state the benefits related to specific products, especially on e-commerce style of websites that are selling a range of products.
However, think a little about the type of visitor you get and what’s going on in their mind at that time. They might be thinking about the risk of using a credit card on your website or the risk of buying from you and not actually receiving the product.
So what can you do to take away that risk. Do you have a secure purchasing facility, do you guarantee delivery within a certain time? Do you actually explain all this to your prospect.
Include testimonials from satisfied clients that provide proof of the quality of your product and that ther is no risk when they buy from you.
Do you have an incentive to purchase right now… Here’s an example… buy during the month of October and you also receive this great FREE gift valued at $25… or what about FREE shipping for the this month.
Your goal should be to get the attention of your prospect and give them a reason to buy from you NOW!
Hope that helps you.
David