subject: Web Copywriting When You Get Lots of Visitors But Nobody Buys [print this page] Web Copywriting When You Get Lots of Visitors But Nobody Buys
Business owners often ask me, "How can my website convert more visitors to clients? We use keywords to attract visitors but how can we persuade them to sign up or a freebie - or even buy - once they arrive?"First, let me explain what "conversion" means here. If you get 1000 visitors to your website in one month and 500 sign up for your ezine, your opt-in conversion rate is 50%. That's huge! More likely you will get 5%- 30% depending on your product, audience and content.When it comes to solving the mystery of the crumbling conversions, business owners often get distracted by these 2 red herrings.(1) Many business owners get so focused on traffic they don't think about conversion. if you get 10,000 visitors a month but nobody buys, you've got good statistics but no revenue.(2) Others create a strategy that's a two-step process. They say, "First I get visitors. Then I will hire a copywriter and work on conversion.'There are two challenges here. First, you can't be assured that visitors will come back again ... and again. In fact, some of your juiciest prospects come when your site is new because you've got novelty working in your favor. Additionally, when you beef up the content of your pages, you will see a jump in traffic as well as conversion.Copywriting on the Internet has two audiences: human website visitors AND search engine crawlers. Your website copy needs to target both groups. Human visitors will grow your opt-in list and (hopefully) buy from you. Search engine robots will deliver search engine ranking so your site appears quickly when a prospect types a search term.When you get frustrated with having lots of visitors but no sales, here are 3 clues that your copywriting is the culprit.Clue #1: Process, process, process everywhere.Look for sentences like, "First I'll complete an intake form. Then we have a meeting"Can you rearrange to say something like, "My unique start-up system will help you move faster than "Clue #2: Emotional temperature of the website is cool. Your challenge is to create some fire. It's no accident that we frequently use the metaphor of "sizzing" copy.Bring on the fire! Anger, hurt, regret, desire go for it! Dig up the basic needs: health, money, and love. Fan the flames.Clue #3: Missing calls to action.Remember Sherlock Holmes and the dog who didn't bark? What's absent here? Yes instructions to the visitor. Create a very specific step or series of steps.Recognizing these 3 clues is a good way to get started on your quest to solve The Case of the Website That Isn't Working.
