Approaching potential customers on the internet can be challenging. You aren't face to face, you don't have the advantage of gaining information about your visitors. There is no way to qualify your visitors... or is there?
Whether selling a product or service you undoubtedly ask questions to determine which products and services best fit the potential customer. Translating that skill to a website, without face to face contact can be tricky - but it can be done!
When writing for websites bear in mind that not every visitor needs everything you have to offer. The copy must be written to sell your products and services from the customer's viewpoint. You can't assume anything.
Real estate websites offer a good example. There are several reasons a searcher will visit a real estate website: buying a home, selling a home, looking for an agent etc. How do you make sure your copy hits the mark with each visitor? After all, one home does not fit all - how do you guide visitors to the what they want?
One way would be to have obvious indicators of actions: Click here to sell your home! View our list of homes for sale here! Our realtors are tops, view the realtor bios here! These could also be relayed with the use of photos.
Each of the actions listed can point visitors to the specific areas of the website that best meets their needs. The key is to give visitors a few choices and entice them to click to increase visitor conversions. Don't assume that they'll find their way around the site.
Common sense right? Try looking through some of your favorite websites. How many actually employ this logical approach to prospecting? Even better, have someone outside of your organization take a fresh look at your company site. The feedback that can be gained from outsiders is invaluable.
Still not sure if your site is hitting the mark or not seeing conversions? Try installing a site survey and ask visitors for feedback.
Whether selling a product or service you undoubtedly ask questions to determine which products and services best fit the potential customer. Translating that skill to a website, without face to face contact can be tricky - but it can be done!
When writing for websites bear in mind that not every visitor needs everything you have to offer. The copy must be written to sell your products and services from the customer's viewpoint. You can't assume anything.
Real estate websites offer a good example. There are several reasons a searcher will visit a real estate website: buying a home, selling a home, looking for an agent etc. How do you make sure your copy hits the mark with each visitor? After all, one home does not fit all - how do you guide visitors to the what they want?
One way would be to have obvious indicators of actions: Click here to sell your home! View our list of homes for sale here! Our realtors are tops, view the realtor bios here! These could also be relayed with the use of photos.
Each of the actions listed can point visitors to the specific areas of the website that best meets their needs. The key is to give visitors a few choices and entice them to click to increase visitor conversions. Don't assume that they'll find their way around the site.
Common sense right? Try looking through some of your favorite websites. How many actually employ this logical approach to prospecting? Even better, have someone outside of your organization take a fresh look at your company site. The feedback that can be gained from outsiders is invaluable.
Still not sure if your site is hitting the mark or not seeing conversions? Try installing a site survey and ask visitors for feedback.
Labels: visitor conversion
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