Have you ever stood in a store with something in your hand and then looked up to see if there was a clerk nearby you could ask for help?
Sure you have. We all have. Good help is hard to find.
Companies have been cutting costs by moving towards self-serve more than ever. Depending on where you live, you may have to bag your own groceries, pump your own gas, or bottle your own water.
Put yourself in the mind of the consumer. Consider what happens at that very moment you realize you need help. You were focused on buying two seconds ago, but then something happened—something very important.
Your brain skipped a beat.
“Find someone,” it said.
“Don’t buy. You have questions. Get answers.”
Your focus shifts. You aren’t thinking about buying anymore at all. You were almost ready to shell out your money, but now you’re in search mode. Now you’re seeking answers.
“Hello… Can anyone help me? Anyone at all?”
Now, think about your website. There are no clerks. No sales associate lingers nearby. The store aisles are empty and the cashiers are gone. There is no one who can help – not immediately, anyways.
The copy on your website is the single solution. Useful content mixed with meaningful messages is the only salesperson on staff. If your site content isn’t meeting, greeting, and convincing people, then it isn’t doing its job.
You need more than a website… you need a website that sells.
And to help you sell more, here are seven copywriting tips for a website that operates like a well-staffed store:
- Get a professional salesperson – Overexcited content full of exclamation marks and sunshine-bright enthusiasm very often has the opposite effect of calm, confident copy. It just doesn’t work well. Tone down the cheerleading and collect your wits.
- Eliminate the dress code – Calm and collected doesn’t mean bland and boring. It’s fine to show some personality, so get naked with your content. In fact, most consumers enjoy a good peep show (minus the pom-poms, that is).
- Tell staff to talk less– Readers quickly lose interest in long, verbose paragraphs and end up walking away. No one likes the guy who can’t shut up, after all. Trim your content. Use concise sentences that create impact – not unnecessary fluff.
- Inform consumers better – Tell consumers about your company. They want to know your story – the way they want to hear it. What makes you special? Why should they choose you? What can you offer more than the competition?
- Bring in the specialist – The quality of your content reflects on your business image. If it isn’t well written, it isn’t going to help you sell. Do-it-yourself copywriting is fine for people with the skills. But if that isn’t you, then hire a writer to help.
- Hire a clerk – Make sure people can contact you quickly and easily with a visible contact form. Ditch the coded (emails) supposed (to) cut spam, as well. That just forces consumers to take extra steps to contact you – steps they may not be interested in taking.
- Don’t goof off on the job – There’s a time and place for playing the class clown. Snagging a customer lead isn’t that time. Give straightforward information, offer a clear message and cut the clowning around.