There is one thing you can do to drastically increase your leads, sales, and revenue, and it can make an impact today. I can guarantee with absolute certainty that’s it’s probably the area you’re guilty of skimping the most, but it would make your visitors the happiest and it’s your content.
No, I’m not talking about blogging. I’m talking about your messaging, your headlines, about us page, calls to action, and anything else that you use to communicate what you do with your customers, and I’m saying this from experience.
The first thing I ask every prospect is what made you contact us, and it’s not price, service, or our awesome portfolio, it’s content. The reason people want to work with us is how we tell our story, how we communicate our values, and how we resonate with what they believe. Isn’t that the type of connection you want with your prospects? Or do you want to be one of five they reached out to because you showed up on local search results.
I can also tell you with certainty that since we’ve put a larger emphasis on messaging and making sure that it communicates who we are as a company we’ve seen a direct increase in the amount of leads we get on a monthly basis.
What you say is more important than what you sell.
Content rules. It did 100 years ago before the web, and it does today. Writing copy that hits at what your prospects care about the most is still all that matters at the end of the day. Most websites undervalue how important copy is and instead focus on what they do instead of what the customer wants.
For many websites, there major focus needs to be communicating their differentiators clearly, whether they’re e-commerce, consulting, corporate, or non-profit website.
Content design the actual words is just if not more important than the actual site design itself. Unless you force yourself to create content specifically for the web you’ll end up with subpar messaging. Website reading does exist and it only happens when we create high-quality writing.
Successful websites are not about being found.
Every agency and SEO guru claims that a successful website is all about being found. You might rank number 1 for several of your keyword phrases, but if the person on the other side of the screen doesn’t buy all the rankings in the world don’t matter. Google can’t make them buy, but you can.
You don’t need to market yourself more, you need to make yourself more attractive.
When you write to make yourself attractive you begin to attract more customers, and here’s how to do it.
Don’t worry about keywords.
The number one piece of advice I can give you is to not worry about keywords period. When you’re writing great content for your website and you want users to actually convert erase words such as SEO, Google, and keyword density from your brain.
This isn’t for you, and it’s not for Google, it’s for your customers. It has to be real, it has to be for them, anything else and your prospects will see right through you.
We often save our most valuable information for last. Hey we want them to read it all before getting to our epic conclusion right? On the web, we don’t read-we scan until we find something we actually want to read, and if we don’t we leave.
Start your page with the conclusion, the most important piece of information you want a prospect to walk away with, follow it up with supporting information that reinforces your conclusion, and finish it by giving background information at the bottom.
The goal is to make the headline so good that they will read the next sentence, and that sentence so good they will read the next, and the next, and before they know it they read it all because they were engaged the entire way.
Tell a story
We don’t want to be sold to. Get rid of the hype and talk like you’re having a face-to-face conversation with your ideal prospect.
Storytelling works. It develops emotion, and can make the prospect feel excited or desperate for your solution. The key to storytelling is honesty and transparency communicate why you’re in the industry you’re in, hardships you’ve gone through, and ultimately your successes. Use this momentum to build trust and credibility, and keep them coming back for more.
Hire an editor
Great content like a great website is never complete. Hire an editor to make it better, and after that hire an even better copywriter, and every time you think you have the best content and message on your website find someone who can make it that much better.
Content on the web is never a one time expense there is always someone out there who can make it even a little bit better.
There’s one more secret to getting more customers that most ignore. Creating enticing copy isn’t just about writing. The secret to writing persuasive content is writing for your perfect customer-just one. Understand that one persona better than anyone else. Answer his questions and show him your passion for his problems, and what he’ll get out of working with you.
Stop focusing on what
It’s often hard to write with passion and emotion when we focus on the what we do. That’s the boring stuff that doesn’t really tell a story. Instead, focus on the why and how you do what you do. You’ll find when you spend the time explaining why you’re in the business you’re in and how you get results that you’re much more passionate and that passion will rub off onto your readers.
The look of your website can’t motivate visitors to take action — you need compelling, engaging, and emotional driven copy that hits at your ideal prospects pain points. Implement the tips here, and enjoy the benefits of increased leads and sales. Fail at writing great copy and you’re missing the #1 advantage