You’ve launched your new website….
It’s great, it’s shiny and you’ve even got a FREE offer on there to help get your first enquiries.
You pay for some online ad traffic to get a heap of the right people seeing your offer… and…. Nothing.
In a pit of despair, you begin asking yourself:
“What’s wrong with these people?”
“It’s FREE! Why aren’t they taking it?”
“Is there something wrong with my site?”
All of these questions and more go flooding through your mind as your $100 ad budget for the day disappears with nothing to show for it.
The right thing to do, is to stop your ads and start looking at some of the basics.
It’s likely you’ve missed something simple – that’s now turning people away without them feeling compelled to engage with you.
Let’s look at your brand, your copy and your offer.
#1. Your website doesn’t tell them it’ll solve their problems
If you think that writing one gimmicky headline and putting a whole heap of text below it on a page will get people signing up to your offer, you’re just going to waste your money and a lot of time.
In conversion copywriting (direct marketing) you learn that the #1 thing on every page of your website should be your headline. It needs to instantly capture the reader’s attention, otherwise they’ll click away.
Your headline needs to do 3 things:
1. It needs to say what you ACTUALLY DO – if you stop toilets from leaking, you need to actually say that, in the headline.
2. It needs to add a benefit (if you can) – like “We stop toilets leaking, fast” or “We’ll stop your toilet leaking, anytime day or night”.
3. It needs to give the reader a reason to keep reading…
Writing this all in 8 words or less is difficult, that’s why we spend so much of our time writing and rewriting the headline until we ‘nail it’.
Try writing 20, 30, even 50 headline variants until you find one that’s absolutely perfect and does all three things.
#2. Your copy isn’t short, sharp and straight to the point
In this day and age of distracted minds and a flood of offers each day, it can be hard to capture people’s attention for any length of time.
Which is why your copy needs to get to the point…. FAST.
You need to say what problem is you solve, how you solve it, why you’re special and then make an offer for them to get it solved by you.
This has to happen in as FEW WORDS AS POSSIBLE.
Here’s how to do it:
1. Write your full page, including all of the good things about your product / service and how it solves the customer’s problem.
2. Walk away from it for half a day, longer if possible.
3. Read through your copy and remove as many ‘extra’ words as you can. If you can say something in 9 words instead of 12, make it 9 words. If you can do better and still get the point across, then do better.
4. Make sure the page still ‘flows’ and makes sense. You’re taking your prospect on a conversational journey, so make it a journey without bumps or hold-ups.
Whatever you do, just get to the point quickly.
#3. Your FREE offer isn’t really worth it
This is a BIG ONE. Often people put up offers on their site for a ‘Free ebook’ and expect hundreds of conversions (sign-ups or actions taken). Only to be gravely disappointed after hundreds of visitors and not a single sign-up.
If you’re offering something that’s not of tremendous or helpful value, people aren’t going to care. Especially when they’re handing over their contact details to an ‘unknown’ like yourself.
So make your offer special. And valuable. And fully worth their signup.
If it’s a free ebook, then make the ebook so damn good that people would happily pay $20 for it. If you’re offering something free to get more bookings at your mechanic’s workshop, then offer a free car wash and vacuum. It’s something that’s actually valuable that people would want.
#4. Your business name is…. [‘cough’] terrible
This is a hidden trap.
It’s not hidden to the people who see your site however – it’s hidden to you.
Unfortunately, it’s all too common that people get emotionally attached to a name and then fulfil ‘all of their business dreams’ by using it.
Let me make up some names for you here to show you what I mean:
Kwik Kuts (a hairdresser)
Tregado Flow (a plumber)
Jane’s Twinky Toes (a nail salon)
Use a name that incorporates what you do. And for goodness’ sake, spell it correctly using normal English.
If you’re starting a consulting firm that charges $500 per hour, you’re going to lose customers before they even speak with you if your business name is hard to pronounce or hard to spell.
Make it easy for people (boring and simple is ACTUALLY a good thing).
#5. You don’t tell them what happens after they subscribe / enquire
This is a critical one. When you put your details into a website contact box, you want to know what happens next right? So do your prospects.
When are they going to call me?
Are they going to call or email me?
What will they do next?
Are they going to email me the report or do I need to download it?
Don’t leave people guessing – it’ll halve your conversion rate. Here’s an example of what to do:
“To get a FREE [insert offer] today, simply leave your details below and one of our friendly staff will call you ASAP”
“To download your FREE guide, enter your details below and we’ll send it to you via email straight away”
See? Both tell them what to do (enter details) and what happens next. No guessing, and a better conversion rate.
Get your conversion rate UP and learn how to write for better sales results
Just implementing these 5 things today will help you increase your enquiry rate and potentially keep your business trading (rather than losing money wondering what’s wrong).
For more information on writing concisely to get more sales, check out my article on Marketing Magazine Australia. It’s been shared more than 100 times…