2: What your website message says
Last month we looked at making
your website visible to the searching public using Keywords
and Google Adwords. This month we look at how
your website message can make all the difference.
If you want to be successful online, your
website not only needs to look good, it needs to work! After
all, what is the point in impressing people with the dazzle
if they leave without buying anything or giving you their
have 10 seconds – use them wisely…
Studies have shown that over 60%
of web visitors that can’t find the information they
are looking for, do not return, so it is important
to grab their attention from the start.
Adding page turns,
scrolling text, rainbow colours or flashing graphics will
certainly get their attention, but will also result in them
not coming back. You’re trying to get their attention
not annoy them so much they never want to hear from you again!
Likewise with Flash. What benefit does a long and clunky flash
intro do for your business except ensuring that visitors don’t
bother to click through…?
an attention grabbing headline
A homepage that immediately communicates
what your product or service is and how it will benefit your
visitors will compel them to read on.
For example: "Want to save money
on house insurance this Christmas?" is going to
get more response than "Welcome to the Acme Insurance
you have their attention… how do you keep it?
The key to any successful online campaign
is the ability to convey powerfully the benefits that your
visitors and prospective customers will experience when they
purchase your products and/or services.
You may have a great product or service,
but unless you convince your visitor that they need it, want
it, and can afford it, you are less likely to sell it.
with features and benefits
feature is a simple fact about your product. A benefit explains
the advantages your customer will actually get from using
your product or service.
Did you buy your cooker because it was fan
assisted (feature), or because it’s unique convection
fan system makes sure your food is evenly cooked throughout?
(feature then benefit)
Benefits are not "quality service"
or "cheapest quote". They are the answers
to "what’s in it for me?" Your
customers want to know, how your product or service will solve
their problems, save them money, and make their life easier.
Try it you may be surprised at the difference
in response you get.
Part 3: using
email to increase traffic and boost sales
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