In a
previous article, I spoke about the first step in creating a website that sells –
figuring out your target audience and putting yourself in their shoes. Once you’ve done this homework you can use the next two steps to communicate effectively on your website.
Step Two – Develop a rapport.
The internet is impersonal by nature so there is an even greater need for rapport when you’re selling a product or service online. Here are a few suggestions that will help you establish that rapport with potential customers:
· Make the person reading your copy feel as if you are writing directly to them. You can do this my using the words “you” and “I”.
· Focus on them. Instead of describing the ins-and-outs of your product or service, talk about how they will benefit from it.
· Be authentic and sincere. Don’t be afraid to let your personality shine through. People do business with those they relate to.
Step Three - Have a clear call to action.
What do you want your reader to do? If you’re not sure the reader won’t be either. Do you want them to call or e-mail you for more information? Order a copy of your product? Schedule a free consultation? Sign-up for your tele-seminar?
It may seem obvious but people need to be told what to do, clearly and specifically, and they’ll be far more likely to do it. Make it as easy for them as possible - they shouldn’t have to jump through hoops to figure out how to “order now”.
However, your objective shouldn’t necessarily always be to close a financial sale. A long-term strategy is to entice them to sign-up for your newsletter or download your free report. This allows you to begin building a relationship with them and convert them into buyers. We’ll discuss more of these strategies in an upcoming Online Success Tips.
So remember the three steps on how to make your website work (and sell) for you:
1. Determine your target audience.
2. Develop a rapport.
3. Have a clear call to action.
These three steps will work effectively whether you have a high-tech, sophisticated website or a very simple website. Remember, business is all about marketing and marketing is all about communicating! Read more tips by Wendy Maynard, the Marketing Maven, on how to turn your website into a super selling machine.
