Make Your Website Sell By Chris Mole
Thousands of new websites are springing up every week. The owners of these sites are full of optimism that their venture into e-commerce will transform their business by bringing in new customers and boosting their sales.
But reality is that most websites fail abysmally as sales tools. Why? Because owners of these sites have spent a lot of money creating fancy graphics but have paid little attention to words on site. And it’s words on websites that sell. Your fancy graphics might entertain your potential customers but they won’t make sale.
Take a look at many of websites out there in cyberspace. They are full of spelling mistakes, poor grammar and cumbersome text that makes you want to do only one thing … click your mouse button and move to something else.
Small and medium businesses are particularly guilty of this. The words appear to be an after-thought, hurriedly cobbled together to fill space between images.
One of America’s e-commerce gurus, Ken Evoy, believes 90 percent of websites are failing to “get order” from potential customers browsing web, because they are badly written, or written in wrong style.
“Remember, people use Net to find information. And information is contained in words, not graphics,” Evoy says.
“Let’s face it, there’s some pretty cool stuff on web, and it’s fun to play with. But don’t be tempted. Your sales site can’t be self-indulgent. You have to think customer every step of way. Customers want information.
“Compelling text is 1000 percent more important than fancy design. After all, if a fancy page has no substance, it delivers no value.”
Web selling also has two important features to consider. First, customer sought you out. This is a big positive. Second, there are thousands of other companies on web competing for your customer’s business. And since you are a ‘virtual vendor’, customer can click you away in a second … without even feeling bad about it. This is a huge negative.
When you think about selling on web, keep these two points clearly in mind. You have a potential customer browsing your site, finger poised over their mouse. One click and they’re gone.
So what should an effective website look like? First, keep it simple. It may be nice to have moving images to greet customer when they enter site, but make sure it doesn’t take too long to load. Otherwise customer will get impatient and … click … they’re gone.
All your site really needs is to be clean, simple and well-structured. It doesn’t have to be fancy. It doesn’t have to be complicated. And it doesn’t have to be expensive.