By Colin Kennedy
“We are not here to sell a parcel of boilers and vats, but the potentiality of growing rich beyond the dreams of avarice.” ~ Samuel Johnson
The objective of a good sales person is to convert prospects into clients. So why is it that we lose sight of that same sales objective when it comes to putting the content together for our websites?
The number one mistake that people make is to be passive. Too many websites start with the words “welcome...” or “we were established...” or “we are a...” to name just a few.
A website’s first job should be to grab attention and engage the prospective customer with a compelling offer, or the answer to their problem, need or desire. You have just seconds to do the job or lose them to a competitor.
Another common mistake is failure to capture the prospective client’s details so they can become part of your database marketing programme. They come, they see no reason to stay, they go... and they’re lost forever.
If your prospect doesn’t buy now there may be many reasons. But a “no” now will always be a “yes” sometime in the future – provided they don’t disappear without a trace.
Make them an offer such as: “this free report”, “these revealing secrets”, “this newsletter subscription”, “this discount coupon” when... you register here.
Avoid the very common, and fatal mistake, of thinking of your website as being just an information portal and, instead, transform it into the very powerful sales tool it is.
Colin Kennedy is a professional copywriter experienced in sales copy, conversion and keyword rich content – he is also a storyteller, influencer marketing consultant and professional speaker. For more information, email colin.kennedy@ironroad.co.nz
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