Fort Worth, TX (PressExposure) January 07, 2007 -- Bedford, TX- It is not uncommon for companies to pay $15 or more to attract each and every qualified visitor who comes to their websites. So companies can ill afford to make mistakes on their sites which hinder their ability to convert these visitors into customers or clients.
That is the opinion of Charles Brown, a Fort Worth, TX freelance copywriter and author of the free ebook, â99 Secrets For Irresistible Electronic Copywriting.â
Some of the mistakes Mr. Brown sees companies making on their websites are:
1. Fail to offer real benefits. A lot of sites Mr. Brown sees talk about the company, its products or services, but fail to make the visitorâs needs and problems the focal point of the siteâs written content. âThis is like going on a blind date with someone who talks on and on about him or herself,â says Mr. Brown. âA businessâ website should put the spotlight on what problems visitors want to have solved or what changes visitors want to see made.â
2. Fail to use the site to generate leads. âNot every visitor who comes to your site is ready to buy or become your client right now,â says Mr. Brown. âMany are just beginning their buying cycle and just want information. Because of this, the most important job of your website is to gather leads.â The way to get leads from these visitors is to offer valuable, free information in exchange for the visitorâs name and email address. This is called âpermission marketingâ in which visitors âopt inâ to your email list so your company can send them regular follow ups all the way through their buying cycle.
3. Fail to induce visitors to take action. âSet your goal to persuade every single qualified visitor to take some sort of action,â says Mr. Brown. There are four possible actions you may want them to take: they can buy right now, opt in to receive additional information, contact your sales department to find out more, or bookmark your site for return visits. âThe closest most sites come to getting visitors to act is a wimpy, âcall usâ type request,â says Mr. Brown.
4. Fail to understand why qualified visitors come to your site. Many companies have no idea what search terms visitors used at search engines that led them to the companyâs site. âThis information is a window into the minds and needs of the people who land on your site,â says Mr. Brown. When companies know this information, they must make sure the web content is written so that it addresses these questions visitors have. If they do not see these answers right away, they are likely to click away and search elsewhere.
5. Fail to know what sites sent these visitors to your site. There are tracking tools you can put on your site that will show you what other sites linked to your site. These sites can be the search engines mentioned above, but they can also be a blog that wrote a favorable review about your product, a news article mentioning your company or some other website that simply put a link on their page.
6. Fail to make your web content scannable. This means your site must be easy on the eye and makes key information easy to find. You have only a few seconds to convince visitors the answers to their questions can be found on your site. Break it up with headlines, sub headings, bullet points and short paragraphs. Make it easy for visitors to find the information they want.
7. Fail to use interest-arousing headlines. There are decades of research on the topic of how headlines either pull a reader into the page or just let them pass by. âHeadlines that use cute wordplays or try to be funny seldom work,â says Mr. Brown. But headlines that appeal to the readerâs self interest or offer new information, have been proven to be effective.
8. Fail to offer valuable free information. People use the internet to find answers to questions. It is first and foremost a resource and research tool. Donât be afraid you are giving away the store by giving visitors free information. The truth is that giving away information will set your company up as experts in your field.
9. Fail to continually ad new valuable information. You want visitors to keep coming back to your site again and again. But sites that let the content grow stale will not get that repeat traffic. Make your site a Mecca of valuable information on your topic and make sure it is always fresh with new updates.
10. Fail to give visitors a REASON to contact you. The holy grail of a website is to pull in new business. Your site must close the deal by giving visitors a reason to contact your sales team or call to ask for an appointment. Many companies fall down on this essential last step with a limp, âcall us to find out moreâ statement. Go back to the problems they want solved or changes they want to make (the benefits) and write a clear offer in exchange for getting in touch with you.
To download a free copy of 99 Secrets For Irresistible Electronic Copywriting, visit Charles Brownâs website, http://www.dynamiccopywriting.blogspot.com and fill in the form located at the top right hand corner of the home page. He can also be contacted at (817) 715-3852.
Charles Brown is a freelance copywriter based in Bedford, Texas who specializes in âwriting the words on websites and advertisements that turn casual visitors into buyers.â He writes extensively on the topics of marketing, advertising, white papers and web content.