As a micro business owner, finding customers and making sales is pretty important. You could say it’s the lifeblood of your business.
So how do you empower your website to convert visitors into sales?
In copywriting lingo, the technique you must master to convert readers into customers is your call to action.
Simply put, this is what you want readers to do after they’ve read your message.
Here’s how you do it…
1. Ask 🙂
Do you always ask for the sale?
It’s often the case that a website does a good job of positioning a product and enticing interest. However sales are lost because the website owner forgets to ask for the sale.
Either the call to action is completely absent, or it’s far too vague and subtle to entice a customer to take action NOW! And as a result you get disappointed because you lose out on calls, clicks, sales etc.
Do you feel a little uncomfortable asking for the sale? Do you assume your visitor knows what you want them to do?
This is a common misconception and a flawed belief. And that’s because of one thing. A visitor is unlikely to give your website their full attention and probably won’t read a page carefully from beginning to end.
Instead they’ve skimmed and scanned, honed in on a few emphasised words whilst wondering what to feed the kids for tea!
And that means by the time they arrive at your call to action they’re a wee bit disorientated. The fact that you want them to ring you or click that link is not abundantly clear.
If you don’t ask for an action you’ll get no action.
So if you do nothing else after reading this article do this one thing. Check each page of your website to see if it contains a call to action. If it doesn’t, add one in.
2. Focus on your objective
A call to action won’t always be asking someone to buy.
In fact, your call to action will vary depending on your objective and where in your sales funnel your customer has landed.
Here are some examples:
- A share on social media
- Commenting on your blog
- Visiting a landing page to download a special report
- Calling you for a consultation
- Buying a product from your website
The lesson here is to be clear on what you want your visitor to do, and ensure the action you request is relevant to the information they have just read.
3. Write to persuade
You can’t ask a visitor to take action if they haven’t read your content. So enticing a visitor to read your message should be your first step.
And to do that you need to write words that sell.
- Start with a compelling headline that attracts attention and promises a benefit
- Tell readers WIIFM (What’s In It For Me)
- Focus on benefits not features
- Make it crystal clear why your product or service is a perfect match for your customer
- Get your words right 🙂
Here’s a quick 5-point checklist to help you…
- Write in an appropriate tone
- Structure your message so it’s easy to read?
- Avoid jargon, wordy paragraphs and complicated language
- Answer your readers’ questions and reservations
- Don’t make these common writing mistakes
You see, you can only move into conversion when you’ve convinced your customer they need what you offer.
Once you’ve achieved that, you can move onto the conversion message.
4. Focus your reader
To maximise your conversion rate, you must make your call to action clear, specific and simple. Believe me, your readers (and your conversion rate) will thank you for it. In fact, research shows the more detailed you are, the more your conversion rate will rise.
And while we’re on the subject, here are a few more tips to maximise your conversion.
- Don’t confuse. Instead have just one call to action. If you give your readers too much choice they’re less likely to respond.
- Include a mini call to action towards the beginning of your body copy. Some visitors will be convinced early on and won’t need to read everything.
- Consider the anchor text of your links. Click here links do work because they provide a clear instruction for you to follow so although not the best choice for your SEO, they are worth considering.
5. Remember – be clear, specific and simple
To emphasise the point – don’t be vague. Instead, tell it as it is and with as much detail as possible. Here are some ideas…
- Ring 07954 580 039 today and speak to Georgina to book your free copywriting consultation.
- To download your free copy of Inspire Your Way To A Successful Micro Business click here.
- Propose a guest blog idea for the Hub by emailing firstname.lastname@example.org.
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How do you influence your conversion rates? What tips have I missed?
Please leave a comment below and let me know!
Check your website. Do you have a call to action on each page? If not, implement the ideas from this post and harness your website to sell.