Wouldn’t it be great if you, the small business owner, could staff your company around the clock without spending any more money than you do now? You’d be right there, ready to serve your customers at the exact moment they were ready to buy? Imagine 24/7 customer care, checkout, and sales people at no additional cost? Just think how great that would be for your business?
Well, if you have a website, you already have all of this! But, you may not be making the most of it. The main thing standing in your way (and that can be easily fixed), is your website content. Your website content is basically the message you are conveying to your customers when they visit your website. If your website isn’t getting you the results you want, here’s how to write website content that inspires your customers to take action.
#1. Write to ONE PERSON…your ideal customer: Know your ideal customer REALLY well and then write to that one person who represents everything your ideal customer is. Name her. Have a picture of what you think he or she looks like. When you write, pretend you are just writing to that one person. Make it something she would want to read, that addresses her biggest ache, and that clearly shows you are the answer she’s been searching for. Remember focus on the benefits or what’s in it for her, i.e. what it does rather than how it will do it.
#2. Make it easy to read & simple to find everything: When your customer comes to your website, it is kind of like hosting a house guest while you are out of town. Awkward, right? Think of all you’d have to do to be ready for a guest. Will she know where to find the coffee? Extra blanket? How to work the shower? Your website needs to be set up the same way! Ready to help, anticipate her needs and questions so that she can buy from you and feel like a VIP guest even while you aren’t physically there. Go through your website and make sure that the things your customers want are easy to locate, have clear & informative descriptions, and are as hassle-free as possible to purchase.
#3. Only give them ONE NEXT STEP at a time: Be VERY clear what you want them to do with your information. What is your goal on each page? Whether you are you directing them to your Freebie or wanting to sell them a fruit cake, make it clear so they don’t have to make a bunch of decisions. You want them to take action while they are on your site. Chances are they won’t come back later, so you need to get them to take that next step, now!
#4. Be redundant: It’s OK to say the same thing over and over on your website, really! You can change it up a bit on how you say it but the most important thing is that they really understand what you are all about and how what you do can help them! Oh, and the average person is only going to hang out on your site for less than a minute so you need to grab their attention regardless of which page of your website they are on at the time. So say what you do and how it can help them over and over and over.
#5. Seek feedback: Don’t be afraid to ask customers, friends, even your kids for feedback. Give them the guidelines above and ask them to give you a report card on your website along with suggestions for making it better. You could even give them a scavenger hunt list and time how long it takes them to find the answer or check out.
Remember that your website is a powerful tool for your business. Be willing to invest the time and effort it takes so that it really is that 24/7 workforce for your business. Your hard work will pay off when customers can easily buy from you. Before you know it, you will be a pro at writing content that inspires your customers to take action and ultimately makes your business more successful.