Are you getting visitors to your web site but nobody wants to
buy? Do people come to your site once, but never return? I've
got a simple change you can make to your opening web page that
can quickly turn your luck around.
By far the biggest reason most web sites don't sell as much as
they could is due to a single problem. The words on their
opening page don't do their job.
On the Web, you only get a few seconds to grab new visitors and
keep them. If the wording on your opening page is falling down
on the job, no one will stick around long enough to buy. Your
site is finished before it even gets started.
Over and over again, everywhere I go on the Web, I see sites that
are shooting themselves in the foot. The opening page has too
little information to hold a visitor. Or the opening page has
plenty of information, but it is too hard to make heads or tails
of. Or the opening page has too much information, so much that
new visitors get lost.
Given the few seconds visitors spend on a new site, they just
don't have time to carefully study a site's copy to figure out
what the owner intends for them. Your copy needs to IMMEDIATELY
hit visitors squarely between the eyes.
Here's how to do it.
Distill what you have to offer down to your most popular and
powerful product or service. Don't throw a whole selection of
products at new visitors. Just give them one good one they can
sink their teeth into.
Next figure out the one most powerful advantage your product or
service gives customers. Also think about what kinds of visitors
are most likely to buy. Once you have these two things in mind,
you're ready change your copy so it grabs visitors and makes them
buy.
Give Your Page a Headline.
Start your page with a headline in big type. Begin your sentence
with an action word. Look at the title of this article. "Make
this one change to your web page and double and triple your
profits."
I don't say "here are 27 ways," I just promise you one. Then I
give you a powerful benefit this change can bring. Do you want
to double and triple your profits? Absolutely. Most people
continue to read the article.
The same principle works for your opening web page. A big, fat,
exciting headline is quick and easy to read. It pulls people
into the copy that follows it.
Feel The Reader's Pain.
People only buy when they feel you can solve a problem that is
causing them pain. People want to save money, save time, get a
life, feel sexier, and more.
Don't follow your headline with a diatribe on how good your
product is. Instead, talk about the thing readers care about
most. Make your copy describe a problem the reader has. Tell
how the problem affects the reader's life. Show the reader how
the problem will get worse, much worse, over time if it is not
fixed.
Now Dole Out The Medicine.
Present your product or service as the solution to the customer's
problem. Describe its most important features, then connect
them with the benefits they will bring.
Most of your customers don't automatically understand how your
product's great features can help them. You have to describe the
benefits. It helps to give real life examples of how the feature
helps people.
Try not to bury your reader in features. If you have more than
three, list them in bulleted form. Bullets help readers digest a
batch of related points.
Trot Out The Raves.
Next is a good time to add several enthusiastic testimonials from
satisfied customers. Have the customer talk about how she got
the results you promised in your benefits section.
If your product will save the customer time and hassles, have a
real life customer talk about how he now has time to go to his
son's baseball games...now that he can get work finished faster.
If your product or service is new, have several people try it,
then give you their comments. Most people are delighted to help,
especially if they know you will be publishing their opinions.
Tell Them HOW TO BUY.
This is the one thing so many sites miss. Give people a big
order button they can't miss. Make it easy for them to buy.
Easy ordering should include information on how customers can
contact you. Include your email address (which you check often),
your phone number, and your physical location. Also include your
guarantee if you have one.
Let customers know how long it will take for you to deliver the
product or service. And be sure to tell them how much extra
shipping and handling will cost. Stating these things right up
front helps customers make a decision to buy, NOW.
Make these changes to your opening web page today. This
improvement is the one thing that can turn your sales around
immediately. I've seen sites double and triple their sales after
we put this changes in place. One man called to say his sales
went up "ten fold" within a couple of days.
About the Author
Keller Flynn specializes in powerful 900 word sales letters that
go on web site opening pages. See his work at DrNunley's
http://WhizLetter.com Reach Keller at
mailto:keller@WhizLetter.com or 801-328-9006.