Let’s sum it up. We’ve talked about procrastination, laziness, lack of organization, lack of passion, failure to lead, inaccuracy and inconsistency. So what else could a writer fail to do that would keep their desired audience away?
Sin # 7: No relevance
Any time a reader, or prospect, “shows up at your door” the first thing they want to know is “What’s in it for me?” What can you do for them that best meets the need of why they are visiting your site? If they can’t quickly and easily find the benefit of their visit, they’ll leave.
In today’s world, nearly everyone suffers from information overload. The Internet makes information plentiful, free, and available through a quick “query.” If you want your site to capture and keep potential readers/customers, you must engage and keep your visitors attention. If you want to make money on the internet, you want visitors who are there on business… people with the money, authority, need and desire for your product and services.
To attract and capture the prospects you want, focus on your topic with intensity. Make the information relevant to their needs. Practicing the art of selectivity — having the heart of what the prospect wants and needs to know — stand out on your website will set you apart from the “crowd” of online marketers. Cut away the fat. Don’t load your website with irrelevant (even though they may be interesting) links. Keep clean, clear consise benefits delineated in a format that’s easy to read and follow. An online customer’s attention span is even shorter than an offline one, so it’s amazingly easy for her to stop reading and “click” you off, to jump to another site. Every word must speak clearly and directly to the needs and interests of your desired audience.
When you focus on providing both relevant and persuasive content that is based on knowing your visitor’s intent (understanding the “heart” of their visit) and you fill that need through keywords and content that speaks to them directly, you will have very satisfactory conversion rates.
Make sure your audience knows … all the way through their experience on your website… what they will get. Maintain relevance all the way through to the point of closure. Answer their “What’s in it for me?” from beginning to end. Tell them what they’ll get, and remind them of the value (why it’s relevant to their needs or desires) throughout. Your website, page by page, will persuade your prospect to follow along, to click on the the “Buy” button, when it guides them step by step through the process. When you can anticipate their next move, make them feel comfortable and in control, the entire process feels relevant.
Use checkboxes. Start your first “opt-in”, whether it’s for services, subscription or a membership of some kind, or a product purchase, with a “Yes” checkbox that is NOT already checked. This will reinforce, for your prospect, that they are choosing this experience with you because it is relevant to them.
Has this series of posts been helpful to you, the “work in progress” writer? Has it been relevant throughout? I’d really like your comments and feedback…
There’s nothing to buy on the blog posts. I just want to share what I’ve learned, and will be learning throughout this journey.
Of course, if you have a website and you’d like to improve your conversion rate without doing the writing yourself… I hope this experience has been relevant enough to entice you to use my services, or accept my offer of a free critique. I promise my commitment to excellence will help you welcome prospects who buy…again… and again… and again…
COMING NEXT: How to Attract Success: Content And Copy