sales page

On day 4 of this New Year, we’re discussing a powerful customer conversion tool. What do sales mean to you? Are they not the pulse of your company, the very lifeblood of your livelihood? After all, without marketing that converts to sales, your business might as well be declared dead on arrival. For this reason, we are spotlighting the importance of creating an awesome sales page for your business website as our fourth New Year’s Success Tip. The Value of a Copywriter When in Need of a Great Sales Page Before diving into the how to portion of our discussion, let’s get one thing straight. There is one major don’t when it comes to creating a successful sales page, the kind that converts and actively generates business: don’t write it yourself. Now, hold up just one minute; a copywriter? Are you wondering if I’m for real right now? You’re probably thinking that you learned how to write in grade school and have only improved your skills since. Writing is a fundamental of business communication; it’s a basic skill practically every person on the planet possesses. Why on earth should you pay for someone to do something you know how to do? You’ve no doubt hired at least one of the following since launching your business: a designer, a web designer, or a marketing professional. You probably envisioned your logo design, but you needed a designer to take care of the details. You might have known exactly how you wanted your website to look, but you needed a web designer to execute the behind-the-scenes Meta tagging and website programming that made your site more than just another pretty face. You’re the President of your company, and you know exactly how to best market your product or service. But you needed a marketing professional to oversee the nitty-gritty work and stay current on industry and marketing trends. Believe it or not, a copywriter is just as important as a designer, web designer, and marketing professional. Michael Irvin, a marketing and graphic design expert, had this to say in one of his Biznik articles, “It’s a rare business owner who can write effective ad copy or web content let alone the myriad of pieces of copy that a good marketing plan requires.” It’s even harder for some business owners to understand how hiring a good copywriter makes them money.   Why Copywriters Are Experts It is an unfortunate fact that far too many businesses fail to see copywriters as industry experts. Quality copywriters—the really good writers—opt for journalism degrees over business degrees. Writing comes much more naturally to them than any other type of person on the planet. What might take you days to write, takes them mere hours, which is just one reason why copywriters make you money—they save you precious time. Quality copywriters are experts who know how to craft effective copy. They intimately understand how to wield words to motive potential customers. More importantly, in today’s technology driven age, they are experts on creating quality website content.   The Importance of Strong Website Content In November of 2013, we discussed how low-quality copywriting can kill your website. One of the key points highlighted is the dramatic changes Google has introduced for ranking websites. Repetitive information, irrelevant content, misused keywords, keyword heavy content, poorly chosen links, and thin content used to mean nothing. But now each of these “minor copywriting details” can wipe your website right off the search engine map. Copywriters, like designers, understand every detail of their field from microscopic to gigantic. They stay current on the ever-changing online scene, and this makes them invaluable when creating your website’s sales page. Not only will their word wielding expertise speak to and motivate potential customers, but their understanding of trending technology will save you time and make you money as your search engine rank rises. In case you’re still on the fence about hiring a professional, let’s look at the consequences of poorly written copy: Say good-bye to credibility. A copywriter doesn’t just craft opinion. They understand the importance of checking the facts, presenting supportive references, and educating your customer base. Educated customers are more likely to buy, and much more likely to be satisfied. Forget trust. In order for people to even give you lead information, they must first trust you. Poorly written copy can break trust before it’s even built. Copywriters understand how to build trust through well-written and well-formatted copy. They write not just to sell your company, but also to reach out and connect with your customer base, building a relationship on well-founded trust. Loyalty? What loyalty? Potential customers often see the quality of your web content as a reflection of your business standards, ethics, and values. The better the content, the stronger your credibility. The stronger your credibility, the more likely a customer is to trust you. Once you’ve established a trusting relationship with your customer base, customer loyalty follows. If you skimp on the copy, you can kiss this entire process and any hope of customer loyalty good-bye. The point to take away, the one you’ve likely formulated in your head by now, is that hiring a great copywriter is a necessity. If you let just anyone write your sales page, NO ONE will convert. You will fail to generate maximum sales potential, and the pulse of your business will eventually die. Need some tips for picking a quality copywriter? You’re in luck; we discussed just this topic in 5 Keys to Choosing Your Content Writer before You Start Interviewing.   Creating an Awesome Sales Page Your website sales page is your primary means of converting sales. You built your website because you wanted to sell something. If you have a single product, you probably kept it simple. You have a single page website spotlighting your product, explaining the benefits, offering relevant reasons to buy and providing a means of purchase. If you offer multiple products or multi-tiered services, your website is no … Read more