How to Draw Consumers to your Business?
Today, drawing customers to your website is no longer the hardest part of the process. Technology has become so advanced that you can target your consumers right where they are searching for you and even track how they move through your site. The challenge has now become turning those consumers that you draw to your site into customers. At the end of the day, the bottom line of any business is sales. If you’re not selling your products or services, you’re not successful.
Be clear; make your point
The key to converting visitors into customers is by presenting your product clearly and effectively. If a consumer has come to your website, they obviously have some level of interest in what it is you have to offer; make it as easy as possible for them to act on that interest. How do you accomplish that? Keep a few of these things in mind:
Don’t write complex and overly jargonized sentences
Write stuff that everyone can understand. Just because they are your customers it doesn’t mean that they know everything about the industry. A lot of people make the mistake of feeling like they have to write technical content because that’s what will appeal to their customers. As a business on the web, your customers are everybody, and they are everywhere. Make your content appeal to the masses by using plain language and simple sentences. There’s a term that they use in the advertising industry when referring to designing ads and other communications, and it applies here as well; it’s called KISS, meaning, “Keep it simple, stupid.â€Â The more visitors to your site that you can get to easily understand what it is you’re selling and why they need it, the more of those visitors will become paying customers.
Stick with the facts
When creating content for your website, start with the facts. Forget the potatoes; first just write down what the meat of your product is. What specific things will your customers directly benefit from? Start here with a simple list, and then add the dressings as necessary to make it sound good. But remember, the meat is the protein; it is still the most important part of the meal.
It is also to keep in mind that as a whole, our attention spans are shorter than ever— especially on the Internet. If someone is looking at your site, they want to find information quickly. By sticking with the facts and being clear and concise, you are allowing customers to easily analyze your product and compare it with others to make an informed buying decision. An informed customer is a happy customer.
Let the writers write
Finally, and most importantly, leave the writing on your website up to those you trust the most to do your writing. The Internet has really allowed anyone and everyone to become a publisher. While this is a great thing, it’s also very dangerous. Think about it this way, when you are creating a flyer or any other marketing materials would you just write something down and send it to print without it going through any type of process or giving it to a bona fide writer? Didn’t think so. Your website is your greatest marketing asset, with the potential to reach millions, give it the attention it deserves. Make sure that those who would normally do the writing in your organization are the ones writing for your website, and make sure it goes through a proofreading and copyediting process. Just because you can publish content on your own, it doesn’t mean you should. And it’s about more than just grammar and spelling. While those are important, it’s really about how clearly your message is being communicated.
