Marketing is selling. You’re selling an idea, a concept, a product, an image, a dream, a service. You’re selling something, and you want to convey as much as you can, quickly and clearly, so that I know what you’re selling and why I should care.
Last week I wrote about the art of copywriting. Your website is an extension of that message. And since so much business is done online these days, it may be the most important marketing tool that you have.
A few years ago I came up with the following acronym which should help you create a website that truly SELLs:
Strike. Hit me with some solid information right away. Don’t make me look for it, because the attention span of someone searching the internet is short, and getting shorter every day. Catch my eye with headlines, have clear website navigation, allow me to search for exactly what I need.
Educate. Give me value in descriptions. Too many companies put the same boring descriptions of the products that they are selling. If your competitors’ description is the same as your description, you are not making my decision process any easier. If you need to hire an expert copywriter for your site, do it. Anything to get a unique, value-driven message across that will entice me to buy.
Leap. Take a risk. If you are afraid to take risks in business you will lose. At this point, you have my attention, I have gotten to the product that I am interested in, and all it will take is one small thing to sway me one way or another. So do something different. Show me customer ratings, comments, descriptions. Show me the prices of your competitors compared to your own. Offer me a special deal as a first time buyer. Make it easy and make it different, and you will have an easier time convincing me.
Lead. On every single page, put a call to action. And make it stand out so I know exactly what it is I am supposed to be doing. After all, your goal all along is to make a sale, so lead me down the sales line throughout every step of the process. If I get lost, then your sale is lost.
Strike, Educate, Leap, and Lead. Take a look at the pages on your website. If you have a page that looks like it was made from a carbon copy of one of your competitors, you are losing. If you have a page with no call to action, you are losing. If you are not taking risks and being unique, you are losing. This is a new era of selling online, and you need to keep up or lead to win.