 Part
2: What your website message says
about you
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 details…
You
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…?
Create
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 Kirklees Insurance Company Homepage"
Now
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.
Selling
with features and benefits
 A
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? (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.
Next
month
using
email to increase traffic and boost sales
Resources
regarding your website message
and sales copy can be found here
|
Jackie
Hole is one of the North’s leading
Digital Marketing experts, and 
