When you’re doing website writing, you usually have the intention of selling your business services through the site. This is one area where many websites fail to do their job. It is ironic because these sales are typically the primary objective of the site. Often, when it comes to writing page, business owners fail to do an adequate sales job. Here are a few mistakes that people generally make.
1) They do not provide enough information so that a prospect can make a positive buying decision. For some reason, business owners are often reticent to give full details. This could be because the service they’re selling is new and they haven’t yet worked out all the details. Perhaps they are being “lazy” about writing, and taking the attitude that prospects “should” just call them to find out the information. Maybe they unrealistically expect the reader to buy even though inadequately informed. Be sure that you thoroughly describe every aspect of your services. This description should read like you’re taking them by the hand and giving them a personal tour. Don’t make them guess about anything. Answer every question – before they even know they have it. Respond to all possible objections. You want this page to be your “sales person” on the web.
2) Don’t make the mistake of having this page be all about you. Be sure that the content is written from the viewpoint of the prospect. They are not interested in you except insofar as you can help them. Don’t be “invisible” on this page, but do make it all about them, their experience, their benefits, their results. If you make it all about you, that will not attract clients to your business nor impel them to buy.
3) The writing is full of jargon, technical terms and vocabulary only understood by fellow practitioners. You must translate your language and terminology into terms that the average “lay” person understands. If you had to go to college or professional school to learn your business, you can bet your prospects won’t know what you mean. You have to “put yourself in their shoes”.
4) Prospects have no idea of the timeline or sequence of events during the service. This causes all sorts of questions in their mind — and that will cause them to lose interest and back away from buying. It may seem silly to you, but it is a common behavior. Give them a sense of what happens when, what precedes what, and the sequence of events. Make them feel that the understand how your services work and that they are safe in going forward.
5) The page does not talk about what they need to do to succeed. If there are certain expectations or contributions that they must meet or make, let them know this. Do it relatively gently, because you don’t want to scare them off, but do let them know their responsibilities. Being honest and forthright in this way leads to their trusting you and to your receiving contacts from truly qualified clients.
6) The writing does not build the value of the program. It’s a dull recitation of features and benefits but does not come alive and compel the reader to action. Illustrate the value that they receive by describing how they can expect their life to change. “Pain the picture” of what things are like once they have your solution. Contrast the before and after. Demonstrate your expertise in delivering results by slipping in a couple of mentions of how many people you have helped get results. Mention the relevant background that demonstrates that they will get promised results. You can also show value by describing what they get for their money. Summarize this as a “reminder” near the bottom of the page, before your call to action or with it.
When you are doing website writing, be sure that you do not make these mistakes. Make the page of your site that describes your services be your Internet salesperson. After all, that is the point of your website–to sell your business services.