Costly Web Copy PitfallsWritten by Vanessa Selene Williams
One secret to a site that sells: Look at your site from your customer’s perspective. Another secret: Watch out for these common web copy pitfalls.
Welcome to…nothing Look at your site’s web copy. Does it begin with “Welcome to…?” If so, get rid of it. It means nothing. It doesn’t speak to your customers. It’s just a waste of your customers’ time and space. Rather than worn out phrase, “Welcome to…” try a statement that captures essence of your company, explaining it in terms that’ll benefit your customers. Instead of “Welcome to Crazy Dave’s CD Emporium,” try “Crazy Dave’s CD Emporium, where you can find quality CDs and crazy prices.”
Where do I go? If you track your site’s metrics, look at your customers’ paths. How many customers get past home page? If it’s less than desired, there might be a problem with your site’s navigation. If you’re one of those people with mega-content sites, add an internal search to help your customers find there way. If you’re a smaller site, add navigation bars that update automatically when your site’s structures changes or evolves.
“It’s all about me.” Your site is supposed to be about your customers not you. Let’s face it: Your customers don’t care about your Nobel Prize or that you were first person to sell a condominium on Jupiter, they do care, however, about how your expertise can help them.
Writing Guarantees that SellWritten by Vanessa Selene Williams
“This offer is good but can you guarantee it.”
Why write a guarantee for your product or service? It reduces risk in eyes of your customers, enough to turn a cynical customer into a convinced customer.
So, what makes a good guarantee? Besides obvious, “I guarantee it,” strong guarantees include elements that not only ease customers’ fears but also reinforce your offer. Before you put your guarantee in writing, here are some tips to keep in mind.
* Emphasize benefit in each guarantee. Say you’re selling an energy supplement. Write a statement saying, “If you’re not drinking less coffee, skipping down street, or simply more energetic after thirty days, just ask for your money back.” * Offer objects other than money. If you simply can’t afford to return your customers’ money or hesitant to offer that type of guarantee, offer to correct problem at no additional charge. Send them another product. Contribute to charity of their choice, in their name of course. Use your imagination and think of ways you can ease your customer’s fears. * I’m sure you’ve heard of 30-day guarantee. Have you ever considered giving a 60-day, 90-day, or even a 1-year guarantee? When you offer longer terms, you take on more risk. When you take on more risk, your guarantee becomes stronger. A strong guarantee = Confident buyers. * After you’ve finished laying out your guarantee, don’t forget to restate your main offer. This is also a great place to include write another call-to-action phase. Ask for their business right after you’ve dissolved their reluctance.
Now, let’s think about what type of guarantee should you have. Before you decide which guarantee is right for you, think like your customer. Why aren’t they buying? Are they worried about price? Afraid product isn’t exactly what they’re looking for? Afraid project won’t be completed on time?