Sales Copy - More Important Than You Might Think

One of the most important, and least understood, elements of a website is the sales copy. Yes, effective SEO will manage to increase the traffic visiting your site. However, once your potential customer arrives how will you manage to convert them to a customer. This process will, of course, involve the design of the website itself. As important, maybe even more so, is having really great sales copy. Writing effective copy is not as easy, and straight forward, as you might think. In fact, in many ways it might be considered an art form. Understanding what will give the future customer a reason to buy is crucial. You could have the best product, or service, of it's kind and still not provide your traffic a reason to become your customer. Yes, attracting more traffic is critical, however conversion cannot be done without the correct copy.

Product features are very important. In fact, the added features of your product may be what separates yours from the competition's. Yes, it is important your sales copy provide this information to those who visit your website. However, it will not be what determines if that visitor becomes a customer. What you must determine is what will be the reason a visitor decides to do business with you. What a potential customer uses, as a reason for buying, is how the product will benefit them. What your copy has to contain is the ways in which your product will benefit them more than those of your competitor.

I would not dare to assume you are not capable of writing effective sales copy. In fact, you may be very adept at doing so. As for myself, yes I could probably manage to convert quite a few visitors to customers with my writing. However, compared to the professionals who specialize in providing website owners with copy, mine would be mediocre at best. These professionals are trained, and are highly experienced, in seeing the entire picture through the customer's eyes. This must be done in order to effectively market and sell your product or service. The professionals understand what will be the determining factor which will cause a site visitor to input a credit card number as opposed to moving onto another site. Although every potential customer is different in some aspects, what the general public looks for when shopping remains consistent.

Although Site design and SEO are very important in making a website successful, the sales copy is crucial in achieving and maintaining an acceptable conversion rate. It is very important your copy instill excitement within your potential customer, causing them to select your products over that of your competition. The excitement will come, one you have shown your products will benefit the visitor more than any other. To be effective, the copy must approach the entire shopping process through the eyes of the visitor to your site. It is important, as a business owner, you cover all your bases. If you have spent the resources to have your site professionally designed, had professionals make sure you are at the top of Search Engine results why would you leave your copy to chance.

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Casey Trillbar is the editor of makeawebsiteguide.com, which is a website aimed at supplying a step by step guide on how to make a website. http://www.makeawebsiteguide.com

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