Today I’d like to touch briefly upon internet marketing (which is the same as any other kind of marketing really), specifically on how to convert visitors into buyers.
While it’s very easy to get bogged down in SEO and getting visitors to your website, that’s only half the battle, you need them to buy something when they get to your website!
The whole point of having a website is to sell stuff, right?
Anyway, selling from a website is something that people find to be problematic, so here are a few excellent tips that will help you to sell more.
First of all remember that however big or small your business, and however big or small your customer, at the end of the day all business is person to person.
Even if you’re a huge corporation selling to another huge corporation, what you really have is a person dealing with another person. Although they are operating under the banner of a business, the decision to buy or not to buy will be made a real, live Human being.
So, when you add your content or sales pitch to your website make sure that you make it personal.
There seems to be a very common theme with many websites where they talk about themselves, and their customers in the 3rd person, i.e. the website says things like:
“John Smith Limited specialises in the manufacture of industrial crushing machines. Design and production excellence is the core foundation of the John Smiths philosophy.”
“Our profession team liase with customers blah, blah”
I mean really, can you imagine sitting down with someone and talking to them like that?
The way that we naturally talk to each other is to use “I, we, us, you, your, he, she,” etc.
We use personal pronouns when we’re talking to other people, and you should do the same when you talk to people on your website, or indeed in any form of marketing material.
Presenting yourself and your marketing in this way creates a form of rapport, it feels natural and normal, and doesn’t have the cold, disconnected corporate feel of speaking in the 3rd person.
For some bizarre reason talking about yourself and your customers in the 3rd person seems to have become the norm for websites, when really it shouldn’t be.
Make it personal, writing normally so that the person reading it can relate to it and will keep on reading. One way to do this is to imagine that your customer is sitting in front of you and you’re having a conversation with them when you write.
Secondly, and following on from this, make sure that you talk a lot more about your customer than you do about yourself or your business.
How many times do you land on a website and read about the company, what certifications they have, their history, etc, etc all delivered in the same monotonical 3rd party format.
It’s all me, me, me.
The truth is that no one cares about that stuff – all that the visitor to your website want’s to know is:
“What’s in it for me?”
They want to know that you can deliver the product or service that they need, and that’s it, at least at the beginning.
Once they’ve decided to use you then they might want to know that you’re ISO 9001 accredited, but you have to get them to that point first. Stick all of that stuff on a page somewhere, don’t litter your website content with it.
Thirdly, sell the benefits, not the features.
If you’ve ever worked in sales then you’ll have heard this a million times, and the reason for that is that it’s absolutely right.
People don’t want to know what the product does, what speed the fan motors on the cooling system run at, they want to know what the product will do for them.
What you need to do is to work out what the customer actually wants from the product – for example they don’t need a sports car, they want it because they think it’s going to do something for them, that it will change their life for the better in some way.
Work out what this is, and explain how your product or service will achieve that for them, and you’re 90% of the way to selling to them.
Don’t tell them what the product, service, or your business does, explain what it’s going to do and mean to them, and how it’s going to benefit them.
Remember that “Telling isn’t Selling.”
Fourth, you need to remove any objections that your customer may have to buying from you.
Online this can often come down to trust, it can be that the customer doesn’t believe that you’ll deliver what you promise, they don’t fully understand what you’re offering, or that they have questions that you haven’t answered.
You need to stop thinking from the perspective of the expert in your field who knows all of the answers, and put yourself in the shoes of a complete novice.
Imagine that the person visiting your website knows nothing about the product or service, imagine the questions that they’ll have, and answer them in your copy.
Explaining what you do in great detail is also useful (from an SEO and internet marketing perspective), for example, don’t just mention your “full machine service,” since people then need to interpret or guess what that means.
Explain what you do in your service in great details, each and every step. Your visitor will probably find that you offer far more than they’d imagined, and might even cover things that they’d not even contemplated.
Offering guarantees and testimonials (genuine ones) can help with trust and the belief that you really can do what you say.
All of this will greatly improve your sales from your website, and there’s much more too – this is just the very basics.
Writing in the correct style and presenting yourself in the right way can be very difficult. Writing effective copy is a skill that takes time to perfect (professional copywriters are VERY expensive for a reason), and your copy needs to be perfect.
As you’ll hopefully have gathered we aren’t just another SEO company.
We don’t just offer SEO services, we also advise on internet marketing, writing good sales copy, and basically in maximising your online sales – whatever your online business requires we can help you with it.
So, if you are struggling to sell online, if you need help to turn visitors into customers, or you’d just like to get some ideas about what will work best for your business, then give us a call for a Free, informal, no obligation chat.
We’re always happy to help you!