Your website is what other judge your business. Lacking the ability to speak to you personally, all they have to go on is what they experience on your website. That experience is critically important to whether they’ll give you their business, or not.
Each website is comprised of three elements:
1. Structure and visual design
This is incredibly important because it creates a strong impression of your business. It conveys your values and more.
If your website is well-organized, up-to-date, professional, and appears successful, it conveys the impression that your website is all of those things as well.
How well the website works is very important. For instance, if forms don’t work or there are dead links on the site, your visitors will grow frustrated and probably leave your site. Your website is the only connection they have with you, so far. And if it doesn’t work, they may figure that you don’t care much about your business — or about theirs.
3. Your words
Your words will likely have a great impact on the impression a potential customer forms of your business — and the likelihood of their buying your goods or services.
Most people don’t understand that writing for the web has different requirements than writing for other mediums. On the web, brevity, clarity and organization are the keys to successful.
By following a few simple rules, your words will have much greater impact — and a much greater likelihood of increasing sales conversions on your website.
Ready for the rules? Here they are:
1. Attention spans are short. People tend to scan web pages. Writing which is brief and to the point leads to increased readability, comprehension — and sales conversions.
2. Use short paragraphs. One or two sentences is often an ideal length. Vary sentence length for impact.
3. Eliminate repetition. Say it well — once.
4. Break up text with sub-headings. This makes it easier to scan, find and comprehend what’s presented.
5. End with a call to action: encourage your readers to place an order, email you, leave a comment, read another page. Don’t leave them wondering what to do next — show them. Lead them to their next action.
6. After you’ve finished a first draft check and check again for typos and grammatical errors. Spell-check doesn’t find them all.
7. Consider hiring a copywriter or copyeditor if you have any doubt. They know how to make your words more effective — and you can learn from their work. The cost it takes to hire help will be small compared to the amount you’ll make from increased sales.
Bonus tip: Use images! Posts with images are more often read and shared than those without. At a minimum, and image will add visual interest; at best, it can illustrate your point.
Have you put these rules into practice? Please leave a comment below and tell me how it worked out for you!