The success of your online business relies on you making sales, actually selling your product or service to paying customers. The more
better. To get those sales you need to communicate well with your potential customers and make a good sales pitch. What you say and how you say it are therefore very important and can make difference between your business succeeding or failing. When you sell your products and services online, you communicate largely through text. What you say in that text directly influences customer's decision to either buy or not buy your product, in same way that a real-world sales conversation would. Your potential customer wants to hear interesting and important information that will help them make that decision. That decision begins from moment they arrive at your website.
Lets imagine you are looking to buy a particular product. You learn that product is available on two different websites. You visit each site and read their text.
This is what Site A says to you in effect:
let us tell you about us, here's some very basic product details we feel we should give you, here's an inadequate photo of product we had lying around, this is why we are in business and why we think we are great, yeah we know we've made it difficult for you to use our site. We didn't want to make effort to find out what our customers want, this is where we are located (usually accompanied by a picture of their building).
Site B says:
yes we sell product you are looking for. here it is..., let us tell you all about it, here's some good reasons why you should buy it immediately, here's some good reasons why you should buy from us (and not our competitors), Its easy for you to buy from us. Just do this..., Let us know if we can serve you better or answer any questions you may have.
Which one is going to get sale? Obviously Site B will get sale. Why? Because they clearly show they understand their customers. They:
Focus on their customers! Focus on their needs! Focus on their priorities!
They provide information that is useful to you in making your buying decision. They are focused on you customer, not themselves. Their text is all about "you". They work hard to ensure all this and demonstrate it on their website. They make it very easy to interact with them and that also gives you impression they will be very easy to deal with too.
Site A, on otherhand, may indeed have some useful information on their webpage but its not there in quantity and for your benefit. It can of course be useful to know where a company is located. But, if they are going on about it or its first thing you see on arrival, its more likely there to prop-up their over inflated ego and demonstrate how successful they think they are. Their focus is directed entirely on themselves. You are not their number 1 priority, they are! Don't they realise that customers can read between lines and spot this easily?
