CFI Marketing | Is Your Website Copy Turning Customers Away?
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Is Your Website Copy Turning Customers Away?

If you are having trouble keeping visitors on your site, it may be your copy that is turning them away. With over 1 billion websites on the internet today, it’s important to grab your visitor’s attention within 5 seconds of their arrival. The average web surfer spends less than 8 seconds deciding if a website is worthy of their time.

Convert Browsers Into Buyers
Most people search the web for information, they are not searching the web to find something to buy. When they find something that interests them, they will usually stop and spend additional time reading and researching before bookmarking the site, purchasing an item or moving on in search of other interests.

A Big Investment
You’ve no doubt spent a good bit of money building your website and spent time and money on key word searches to help customers find your site. You realize your work is paying off and customers are indeed finding your website and stopping by. But once they arrive, you soon discover that your visitors are not converting to customers because they click off before buying anything and they aren’t even exploring your entire website.

Your Copy Is Like A Salesperson
The copy on your website can be compared to having a salesperson at the front door of your business. Successful brick and mortar stores employ friendly sales people or receptionists to welcome guests and help direct them so that they can find exactly what they are looking for. Your copy should be doing the same, without offending, boring or otherwise turning your customers away. Your copy should capture your visitor’s attention, make it easy for them to navigate your site and help them find the information, service or product they seek.

Start With The Headline
Your headline should be simple and concise without clever innuendos that generally fall flat with most audiences. Remember, time is of the essence. People are in a hurry and you have less than 8 seconds to convince them they have arrived at the best possible solution to their search. Make sure your headline assures them that they have found what they are looking for.

Get To The Point
Don’t stuff your copy with a lot of keywords that muttle your meaning. Tell visitors exactly why they want to do business with you. Make sure they understand your unique selling point. Describe in detail how your product or service can benefit them and make their life much easier and more productive. Don’t beat around the bush, get to the point.

Write To Your Ideal Customer
You may be willing to sell your products and services to anyone who is interested, but don’t try to appeal to everyone. Niche marketing works much better and will benefit your business. Think of your perfect customer, what they like, how they use your product or service, the challenges they face and the end result they are searching for. Write your copy to that perfect customer and chances are you will have a great many customers for life.

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