29 Mar Focus on Conversion Before Anything Else
Getting traffic on your website is hard enough, but getting them to do something once they get there is a whole different story.
That’s why it’s important to get this down before anything else.
There’s a few ways to accomplish this, but here’s 5 simple things to get you started.
Copywriting for Conversion
I don’t know why it took me this long, but I didn’t hear about website copy until I’d been in the digital arena for 12 months.
And I’m still not saying I understand Copy 100%, but I do understand the most important part – spoken language.
I know, your 8th Grade English teacher might not like you for it – but if she’s not buying your product, then well – she shouldn’t be your main concern.
So how do you do this?
Identify your client (the one that actually buys your product) and talk to them.
This works for many reasons, but it helps mitigate the hardest part of online business – trust.
Think about it, nobody wants to buy something from an online robot – that’s why you need to let them know you’re real. An actual person.
And it’s not that hard to do (once you’ve practiced it a time or 10).
Just write like you talk….then clean it up afterwards.
“Make it crisp” as some would say.
Action Step: Go through your website and read everything out loud. If it sounds weird when you say it, then it needs to be changed.
(Helpful hint, use a voice recorder and then listen to it. You’ll really be able to tell then)
About Me Page
We live in a humble world.
This has it’s advantages, but it also has it’s disadvantages.
Like how we don’t want to brag about ourselves, so we usually forget to tell people what we can do for them.
And that’s one of the most important part of sales.
As the old saying goes, “people want the hole, not the hammer”. Translate that into normal talk, people don’t care when your company was founded – they care about what you do, and how you can help them.
All of this can be explained in the about me page, and that alone can help skyrocket your conversion rate.
Just remember to use Website Copywriting when you do this, nobody wants to sift through the “marketese” language just to figure out what you do or who you are.
Action Step: Clean up your about me page and tell your reader how you can help them.
I’m not saying you shouldn’t have anything about you in this page, I’m just saying you need to address their biggest concern.
There’s a lot of fancy tools out there.
Whether it’s a moving slider or an obnoxious chat box, just because it’s fun to show your family and friends doesn’t mean it’s helpful for your actual business.
And don’t get me wrong, I’m not saying chat boxes aren’t helpful – I’m just saying they’re not for everybody.
In other words, make sure it makes sense. It’s easy to get caught up in the design and social approval (I did it), but if it’s not helping your business – it’s probably not a good thing to have on your website.
Why is this?
Too much distraction will pull your reader away from the important things, counterintuitive to what we’re trying to accomplish.
Action Step: Go through and simplify your website.
Humans don’t like to make big decisions, so don’t give your readers a lot of options.
Put your main content on the “surface”, and let them click their way to the “hidden” pages.
Some call this a sales funnel.
Have a call-to-action on every page
I think most people overlook this because they’re scared to ask for business.
Which makes sense, because we don’t want to be seen as pushy or aggressive.
And we shouldn’t be pushy or aggressive, but as I’ve heard Grant Cardone say a time or two – if you’re scared to sell your product, then it might not be a good product.
So where am I going with this?
Have a call-to-action on every page.
And don’t think that means you need to be selling on every page, just make sure you’re moving the reader one step closer to the sale.
This can be done with something as simple as an email opt-in at the end of a blog, or it could be a free trial at the end of your About Me page.
Whatever it is, just make sure it’s on every page – and that alone will help stop some of your profit leaks.
Action Step: Go through and put a call-to-action on every page, but be aware of what your call-to-action is.
You don’t need to be selling all the time, but you should always be moving your reader one step closer to the sale (i.e. getting their email)
Don’t be so aggressive
Alright, I know – I just went from be aggressive to don’t be aggressive…
Or did I?
As I mentioned above, having a call-to-action doesn’t always mean going for the sale.
And I think that’s an important thing to know in online business.
Nobody wants to be the friend that only reaches out when they need something, and whether we like to admit it or not…if we’re always selling, then well – that’s how your readers are going to see it.
How can you fix this?
Focus on sales funnels. Give them something good in exchange for their email address and then stay up to date with them.
If you have a new product release, let them know.
If you come across a good article, let them know.
Just treat your client like a friend, that’s what all successful people do.
Getting conversions is hard, there’s no question about it.
But if you apply these 5 simple changes and keep tweaking your approach until you start to see results – then you’re well on your way.
And if you’re interested, here’s a blog template to help you get started: