in SEO by Jeffrey_Smith

This blog post is continued from my last post, “I Have Call-to-Action…Now What?” In that post, we discussed how SEO and a great call-to-action don’t do much to convert sales unless you also have a clean, sleek and intuitive design to match it. The main thing to take away from that post: don’t make your readers think. They should be able to navigate your site with minimal thought.

I Have Design, Now What?

Now that you have successfully created a call-to-action that transforms casual visitors into active participants, you should turn your focus to the third element of sales conversion: killer sales copy.

3) Informative, enticing and compelling sales copy is, in my opinion, the most important element of marketing. If I had to pick one thing to show up on someone’s screen when they visit my site, it would be sales copy. That is the one element that is either going to convince them to continue clicking through or to click off. The right sales copy has the potential to compensate for a horrible design or lack of call-to-action. Newspapers don’t underestimate the power of the written word and neither should you!

The first thing to concentrate on when you write your sales copy is remember to sell. If you know anyone who works in retail, then you know that there is a definite art in selling. It certainly takes the right kind of salesperson to convince you that the brightly colored comfort clog that resembles a smurf’s shoe (also known as a Croc) actually makes you look cool.

But that salesperson probably wasn’t telling you how the pink Croc brings out your eyes and makes you look taller. Fortunately, consumers are not that gullible.

Instead, the salesperson probably explained to the consumer how the design of the Croc was engineered to help with back pain and to ease the tension created in the spine from walking on concrete. They probably touched on the cushion-like material and how it eases the pain in one’s foot. One thing is for sure: they did not rely on its stylish fashion to turn this oddly named shoe into a must-have trend of the moment.

What is the lesson learned here? The consumer never wants to be sold. Instead, the consumer wants to be related to. The benefit that your Web site has over a store front is that you probably have a good idea of what kind of audience visits your Web site. The employees in a store have to take a guess as to what kind of person you are and, hence, what kind of items to sell you.

Your sales pitch starts there, at determining your target audience. Once you know who you are talking to, start selling your products/services by stating the facts, not fluff! I ask simple questions before I get started:

  1. What is your company slogan/motto?
  2. What makes your products/services the best?
  3. What makes your company the better than others?
  4. What are your most frequently asked questions?

The answers to all these questions should be in your sales copy. The bottom line is that consumers want to hear why they should put money down for a purchase. How will it make my life easier or better? Give the facts.

After you sell your product or service, sell your company. What sets you apart from the others? Do you have free shipping? Do you ship on the same day? Do you offer warranties or guarantees? How is your customer service? Have you won awards?

Remember that selling your product is not enough if there are other vendors that sell the same product as you. Your consumers want to know why they should buy from you and not the other guy.

The most important factor to remember is to give the facts! The finesse comes into play by making the facts sound amazingly enticing. Treat every fact as a sales point and a huge deal. Let them build upon each other.

Your facts should make people begin to think about their foot pain or about how terrible concrete is for their feet. By the time they reach the last sentence, they should be wondering what kinds of styles of Crocs are available. That is when you have the link to the Croc inventory page handy. Once they find a style that they love, you have successfully completed a sales conversion! Congratulations.

Final note on writing sales copy is make sure you have impeccable grammar and punctuation, which conveys professionalism and trustworthiness. This is where hiring an editor to give it a proof read can be a great idea if English class wasn’t your forte. No one wants to put down a credit card number on a site that looks and sounds amateur.

Also, don’t make your copy too long. If you are passionate about the product or services that you sell, you undoubtedly have a lot to say. But no one wants to read a novel, which is why I’m trying to wrap this blog post up soon. Just remember that you have unlimited space on your Web site, so use it. If you can’t fit everything on the homepage, create a special page that only talks about the kind of material used for a Croc.

If I had to sum up the secret to killer sales copy, I would say that the more information the better, just make it sound good! 

Read More Related Posts
Create Traffic or Optimize Existing Traffic?
There comes a point when you cross a particular threshold where the conditional aspects of continuity suggest alternatives, specifically in contention to SEO and conversion. Logic suggests that we need SEO ...
READ MORE
Google Debuts Real-Time Search
With information flying around the web at breakneck speeds, Google has once again added a new layer of information retrieval and data aggregation with real-time search to the traditional search ...
READ MORE
The Trinity of Traffic, Credibility and Conversion
There are three things you need to be successful online – traffic, credibility and conversion. Anything else is a mere transitory step for one of these three primary prerequisites for ...
READ MORE
Link Building – Achieving Stable Rankings through Link Velocity
If you are involved in SEO, then you know that aside from content, it's all about the links. Without SEO link building services to hit a wide array of websites, ...
READ MORE
SEO Ultimate Version 2.0 from SEO Design Solutions
Wouldn’t it be nice to create streamlined SEO protocols to optimize content naturally or have the ability to go back to your legacy content and revise any element of the ...
READ MORE
Can your website survive the domino effect?
How stable are your off-page SEO efforts and how dependent is your website on other websites for rankings? Recently, Google performed an algorithmic update that functions like a chopping block ...
READ MORE
Enter the domain (or page in SEM Rush)
Here is a nifty little SEO Tip for mapping out keyword clusters and their corresponding landing pages (within your own site or your competitors) using a combination of the link ...
READ MORE
The Phases of SEO Part I
According to Wikipedia - A phase is one part or portion in recurring or serial activities or occurrences logically connected within a greater process, often resulting in an output or ...
READ MORE
Avoiding SEO Errors
Despite the notion that SEO is simple, one mistake from syntax or a flawed setting could take weeks for a website to recover. Be warned, SEO is more than just ...
READ MORE
Web Site Analysis
When using SEO to develop relevance for competitive keywords for your website, just remember that everybody starts at zero. Granted, initiating your campaign with a thorough web site analysis is crucial, ...
READ MORE
Create Traffic or Optimize Existing Traffic?
Will Google Real Time Search Eclipse The Static
The Trinity of Traffic, Credibility and Conversion
Link Building – Achieving Stable Rankings through Link
SEO Ultimate WordPress SEO Plugin Version 2.0 Released!
The Domino Effect: Liberation from Link Dependency
SEO Tips to Spy On Competitors
The Phases of SEO Part I
Avoiding SEO Errors
Web Site Analysis

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

5 thoughts on “I HAVE DESIGN….NOW WHAT?
  1. Mike S says:

    This is extremely inciteful and applicable in so many scenarios! Thanks!

  2. Really very interesting story. I have read your previous post also.

  3. Gary says:

    This is so appropos. I’m setting up a site right now and the info is a big help in writing copy. I have to read the other posts.

Comments are closed.