In other words, write in the same way you'd “speak.” This obviously doesn't mean you write sloppy. A large corporation shouldn't use the “voice” of a teeny-bopper on its corporate website.
But you've got to get away from that formal thing us copywriters often refer to as “corporate-ese” or “corporate-speak.” You know what I'm talking about. I'm referring to prose that goes something like this:
“Here at Walbanger and Richardson, we strive to facilitate a congruent, structured process that improves egalitarian customer relationships.”
Your potential customers read this kind of stuff and go, “Huh?”
People don't talk like that. Not most human beings anyway.
There is no way to tell how many websites I see (and I mean real, live businesses) that put this kind of mumbo-jumbo on their pages.
A web surfer doesn't want to be impressed with formal sounding prose. And you certainly can't motivate anyone to BUY anything using that sort of copy either.
Tell people who you are, and what you're offering them. And do this as simply and directly as possible. No highfalutin words … okay?
2) Gather up lots of testimonials for your web visitors to read.
How many good business owners out there don't regularly gather (or use) testimonials in their marketing? Testimonials are especially important on the web.
One of the main reasons people don't buy something off the net is because they're scared of getting burned … either by a scammer or a second-rate business. Having products and services endorsed by 3rd parties is crucial to your success.
3) Make your homepage read like a personal letter whenever possible.
One main difference between a direct mail sales letter and a website is that webpages have sidebars and web links embedded within the copy. But even so, try to make all of it read as one friend simply sharing important information with another friend.
4) Don't focus on YOU (meaning your business). Focus on your CUSTOMER (on what your business can do for them). Tell them what they're going to enjoy when they buy your product. Describe how much easier their life is going to be when they use your service. Etc.
Let them know the “benefits” of doing business with you. It's not about you. It's all about your customer.
5) Use a benefits-oriented headline across your homepage instead of your business name.
This is a mistake many business websites make. Instead of using a headline that conveys an important benefit to potential customers, the business name is at the top of the page instead.
By doing this you're losing the most important opportunity you've got to “hook” readers who may be interested in what you're offering. Tempt readers to stay at your site and continue reading (instead of quickly clicking away to another site) by grabbing their eyeballs with a great headline.
6) Personalize your business site with a picture.
A personal picture of the business owner (or representative) can significantly impact the selling power of a website. Customers don't like dealing with impersonal entities. They like dealing with real people, especially ones who understand what they really want.
This means you can put a “face” on your business by associating a picture with it. There are a great number of successful Internet marketers who do this. And even some large companies too. Personalizing your business site allows prospective buyers to relate to your message on a deeper level. This encourages trust, which is vitally important when selling anything.
Applying these 6 tips to your website will help you sell on the net.
