Are you faced with a declining number of website visitors? Are empty shopping carts littering your virtual aisles? What is your plan to turn these trends around? One solution might be upgrading your sales copy.
Offering the best product at the best possible price does not guarantee you the sales. Often it is the website copy that turns a looker into a purchaser.
What is the process involved in getting someone to visit your website for the first time? Usually, it is because your site has been picked up and listed by a search engine. This happens when your copywriter has picked the key words that the potential purchaser is most likely to use – the right key words for your product. The copywriter then uses their skill to optimize your copy. Unless the key words have been inserted in a manner that is natural and normal, a manner that is not going to turn this potential purchaser away, the visitor just is not going to stay on your website long enough to read the rest of the copy. As cyber-shoppers have become more sophisticated, they have begun to quickly leave a website that employs a hard sell.
This does not mean, however, that you should no longer include a call or a request for action. Yes, your cyber-shopper can read your copy and agree that you are, indeed, offering a wonderful product. They must be motivated to purchase. This is again where the skill of a good copywriter comes into play. This shopper has to be motivated to take the action necessary to buy the product. This must be accomplished without giving them feeling that they have been manipulated. Customers right now are reluctant to spend money unless they see a need for the product, or a value in having the item. If they simply leave your website without buying because they are unconvinced of the value of your product, they probably will never return.
Let us say, though, that the customer returns a few weeks later, or someone who has purchased in the past returns. These cyber-shoppers want to see what is new. It is not necessary, or wise, to change your website every day. You need stability so that your visitors can identify your company or your brand. You do need new copy on a regular basis. If you are offering goods or services that are seasonal, a visitor in late September is not interested in “Summer Picnic Choices”. They leave. Offering them “Halloween Hints”, however, should keep them on the page – especially if there is a promise of upcoming “Thanksgiving Day Treats”. The more often you can get a customer to return, even if it is just to see if there is anything new for the upcoming season, the more likely they will be to purchase something from you.
If you cannot afford a full time copywriting staff, consider using freelance writers.
One way to increase visitors to your store or website and then turn them into buying customers is to have a “face-lift” done by a professional. You will find that it is an affordable way to make a substantial difference in your success.
