Having a great "call to action" on your web site is a must – and most of these "calls to action" result in a web site visitor either committing to buying the product or service straight away (Call to action type one - ecommerce) or using the feedback mechanism to enquire about the product or service – and then you can make the sale (Call to action type two - get hot leads).
But to achieve both outcomes above the web site has to "sell" the product or service to the web site visitor – if it fails in this the person will buy elsewhere from a competitor.
Losing sales or failing to convert web site visitors to customers is a wasted opportunity and getting real sales from your web site is always the aim of the project.
Making sales from your web site to educated customers can be easy and then they can use the web site to help you make more sales too – especially if they really love your products and services abd become "raving fans" of your products and services.
Compelling content for a web site includes search engine "bait" and clear calls to action that a visitor can act on.
Here's how to describe a product or service for a web site: -
Heading of the Product or Service
A description about the Product / Service stressing the benefits to the customer of using the product or service and this should be in the language that the customer would use.
We had a situation once where a client insisted on being referred to as a "barrister and solicitor" but people would think of them (and search for them - as "lawyers" – so always use those words that your potential customers would commonly search for.
Use tables for technical style data (or bullet points) for lists of information to make sure that web site visitors are assured that this is the product or service that are looking for.
Give height, length, pack size, weight and how it is packaged to ensure that the purchaser can gauge how many of the product or service they need to purchase.
And always include any part or product numbers in the description.
Include the outcomes that the user gets from using the product or service.
Next state who this product or service would be targeted too (this is your ideal customer profile) again use words that those potential customers would use.
Include links to Case Studies of other customers that have already used this product or service – and give context to the customer's comments - not just "Russell from Gisborne...." but "Small Business CEO Russell from a NZ provincial town...."
In this way potential purchasers can see themselves and their situation reflected in the various case studies that you provide.
Have Photo galleries of this product or service - preferably with many of the photos with people in them as people buy off people.
Include Testimonials for this product or service – and as above with the case studies - give context to each one.
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A testimonial is something that your existing customers would create – while a case study is something that you would write – ideally each product or service would have several of both. |
Have a list of "AKA - Also Known As" names or descriptions - to help with educating clients and to use as nice search engine bait....
Finally always have a clear "How to order / buy this Product / Service" - which leads to the call to action for the site...
This could be a link to buy online or could be a fill-in form to capture information and then you follow-up to the hot lead.
You get bonus points if you provide for a "cross sell" opportunity such as "People that purchased this item also purchased...." with a link to another product or service.
If you follow these guidelines you should make great web site content and have lots of success with web visitors acting on your "calls to action".
Let us know if you'd like us to help you craft some great content for your website…
Posted: Wed 01 Jan 2020
