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Content Development
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Are you still searching for the proverbial Holy Grail for your web site that will convert more visitors into returning visitors and then paying customers?
If the answer is yes, then you do a huge favour to yourself by closing your office door and reading this message.
The biggest problem most web sites suffer from, thus instead of attracting, they actually repel visitors with poor copy.
In my experience 80% of your web site's selling power lies in the copy and 20% is the rest.
Yet, most web designers focus on perfecting the 20%, and grossly neglect the 80%. They are like the doctor whose only way of keeping his patient alive is constantly speeding up the rate of blood transfusion. The patient would have a drastically better chance of survival if the doctor stopped the bleeding altogether, but that requires a different way of thinking, or as Stephen Covey calls it, "operating out of a different paradigm".
Most web sites out there miserably fail at converting interested visitors into paying clients.
Many designers try to keep their clients' businesses alive by putting more and more dazzling graphics and mindboggling technology on their clients' sites, and as we all know most web sites don't even break even on their costs.
Putting it differently, most web sites are not valuable investments, but just another expense for their owners.
They have fancy graphics, breathtaking technology behind them, but the message that is actually supposed to penetrate visitors' minds to think and hearts to act on your offer miserably fails to create action.
Why does this happen to so many sites? Most probably to yours too?
Most web designers are graphics designers or technology experts. They have never learnt how to write marketing materials. For most of them content is just some kind of "filler" next to their graphics and spectacular animations.
However, if we look back on history, it has always been the power of the written word which inspired people to take massive action.
Generals have always used words to inspire their troops before battles
Presidential candidates have always used words to invoke trust and respect in nations.
Business leaders have always used words to motivate their people for higher performance.
And strangely enough both army generals, presidential candidates and business leaders motivate their people into action by talking about what's in it for them.
Then how come that a whole generation of web designers try to inspire visitors with dancing Teddy bears across the computer screen ad by bragging about their portfolios?
Are these people totally out of their minds?
Not necessarily, but they have never learnt how to write compelling copy. And as a result, most web sites very poorly convert first-time visitors into returning visitors, then qualified prospects and then into paying clients.
Some people may say that one picture is worth of a thousand words. That is correct.
But which thousand words? Pictures don't talk about that.
When you see a picture of surgeon with a scalpel, how do you know if she's about to perform an operation or an autopsy? From the patient's perspective the difference is unspeakably huge. Believe me, as a former embalmer I've seen interesting things from a rather unique perspective.
So, instead of more pictures, we need powerful words.
- Unlike pictures, words can invoke the desired emotions in your readers
- Unlike pictures, words cannot send mixed messages
- Unlike pictures, words can present the clear-cut value of your offer
Good copy is your silver bullet of converting more of your first-time visitors into returning visitors and then paying customers.
Just imagine. Your headline alone can make as much as 2,100% difference in your response rate.
1,000,000 hits a year on your site can mean either a whopping 10-20% response rate, that is, 100,000 - 200,000 responses, or a dismal no response at all. And you are in control of the response rate you create with your content.
So, how come smart clients ask us to develop their web content?
For the same reason why smart people get their eyes checked and glasses done at the same place. It's an almost a 100% guarantee to get it right.
All the Flash, graphics, designs, sounds and moving bits and bobs in the world won't make a dickybird of a difference to your online sales. This truth may feel like a kick in the teeth for you, but it is a hard and dry fact.
Great copywriting will make the desired difference in your online sales. The right words used in the right context in the right sequence will. Hard and heart hitting messages will.
So, do you want web page copy that creates new business for you without having having to waste your money on an army of sales people and a horde of telemarketers to drum up new business?
One thing to consider. One face-to-face appointment with a prospect cost about $ 300. Besides, most companies follow up with only 1/4 of their leads.
It is both good and bad.
Now calculate how many appointments your people have a week, and multiply that number by $ 300.
That's it, my friend. You are forking out a small fortune chasing people all over hell's half acre, hoping that some day they will do business for you. Some may, but you run your feet to the bone in the pursuit. Also consider the money you spend on the chasing process.
Masterfully crafted copy on your web site, that is also optimised for the vital few search engines means you can dedicate more time for what you do best and your web site furnishes you with qualified leads.
So this is what you get from us when you engage our copy creation services
- Copy written with the appropriate keyword density
- Copy that makes your products and services "real" to your visitors
- Copy that overcomes the inherent skepticism of your prospects
- Copy that hits your visitors emotionally, so they take the right to action... right now
- Copy that geared towards your prospect's thinking patterns and guides them to action
- Copy that attracts your ideal visitors, while gently encourages the wrong people to move off without wasting your time and resources
Here is what you can expect from better web copy. It will help you to increase...
- Sales
- Opt-in lists
- Sign-ups for your newsletter
- Survey response forms
Heavyweight content - when written correctly - on your web pages can be your greatest salesperson you ever employ...
Written incorrectly though, your web site can bring your business to its knees regardless of the quality of your sales force.
Point of Decision... Ask Yourself...
- Do I want the headache of managing a horde of telemarketers?
- Do I want the headache of managing an army of salespeople?
- Do I want to lose 15-35% of my revenue by paying all these people?
If your answer is "no", and you prefer to have a web site that attracts the right prospects, qualifies them and does as much selling for you as possible, so by the time they call you, they are ready and willing to do business with you, then you can fill in the Results Sheet, and then we can conference call with you and all your decision makers to define if we have a basis for working together. If there is, it will be obvious for both of us. If not, that will be equally obvious too in just a few minutes.
So, the best of luck with your web site, and if you need some help let me know at tom@galaxyinteractive.net or call me at 604-601-2105.
Have a splendiferous day.
Tom
PS: And remember this. Whatever peopple try to convince you about, content is king. It has always been and it will always be.
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