Compelling copy can make the difference between a lackluster website and one that sizzles. Great websites can build your business around the clock by coaxing readers into action, from buying products to calling for a free consultation. Whatever new readers see and read is likely to be their first impression of you, your company or your organization. Here are 7 tips that we at TMB employ to create powerful web presences for our clients:
Speak to our clients ideal prospects
Website copy casts a wide net, so we focus content to address specific personalities and situations. We learn who the ideal readers are, and what our clients can offer them. We understand the readers aspirations and challenges—and then we persuasively communicate how our clients can be of service to them.
Plan before we write
We begin by listing our clients’ products, features, and services—we then translate each one into benefits and advantages. Can our clients solve their readers’ problems or help them avoid trouble? Can our clients make their lives easier or richer? What are our clients’ customers burning issues and needs? We then create content that addresses each one directly or subtly.
Place key messages first
At TMB we understand that website visitors make lightning decisions to stay or move on. We get down to business simply and seductively. Details come later, either on deeper website subpages or reader requests. We develop copy that is brief and easily scanned–making every word count using compelling headers, subheads, lists, and bullets to quickly communicate the needed messaging.
Honor your ideal prospects first, then SEO
Sacrificing readability and clarity to Search Engine Optimization can result in copy crammed with redundancies, stripped of style or appeal. Yes, Google is part of the big picture and SEO keywords can result in a higher ranking on search engines. However, at TMB we start by determining the words our clients’ ideal prospects will use to search for them or their products and services. We sprinkle that list of keywords into the copy to make it easy and organic to create quality content that is SEO-friendly.
Enhance copy with compelling images
The visual appeal of a website can have a great impact—positive or negative. At TMB we marry content and imagery from the very beginning while considering our clients’ ideal customers aspirations, needs, and goals. People around the world gather and process information in different ways, so we appeal to those differences by including graphs, photographs, videos, and infographics.
Write accurate, easy to understand content
Few things can destroy credibility faster than a landing page or entire website with errors in spelling and/or grammar. At TMB we edit, proof, edit, proof—then repeat. We use words your readers already know, and speak in a voice that aligns with your brand.
Compel your readers to action
One of the main goals of websites developed by TMB is to convert readers into customers or clients as quickly as possible. Our web copy is written to persuade readers to take the next step—whatever that might be. TMB websites are designed for easy navigation, while including the necessary structure and tools to convert prospects into customers or clients.
4 Simple Strategies for Raising Website Conversions
For most brands, conversion rates measure the value of their entire Internet presence. Steering traffic to your website is just the first step. Unless visitors take action—in a word, convert—your website is not doing what it should. Whether you need a website to sell or just capture contact information, at TMB we implement the following strategies to boost conversion rates and profits.
A/B test—all the time
At TMB we are constantly testing and improving websites. Based on data, we test headlines, page layouts and navigation. Sometimes we even create two versions of a page (A and B) then split incoming traffic between them and track results. We keep buttons large and describe offers in language that sounds inviting while testing different ways to communicate key points.
Create a clear, compelling value proposition
Visitors to your website need to know exactly what you can do for them. They also need to know, why you? Why not someone else? At TMB we know exactly how your products and services stand above the crowd. Then we capitalize on those differences.
Create authentic and clear voices
Clarity is the key to persuasion. At TMB we explain your products and their benefits in a way that resonates with its intended audience.
Give your visitors the time they need
If your organization doesn’t exist on the internet in 2016, it may as well not exist. An organization without a web presence is an organization that 99.9% of the world has never heard of.
On the other hand, an organization with a strong digital presence can expand its audience in ways businesses could only have dreamed of 25 years ago. Today, it’s exceedingly likely that the majority of customers will get their first exposure to a brand online.
Most businesses start by being scrappy, by solving a customer problem or meeting a need with a unique product or service. As the business grows, the focus often shifts to daily operations and it loses touch with customer wants, needs and desires. The customer perception of the business grows stale and pull marketing starts to slip, which creates an opportunity for another scrappy-minded company to gain market share and steal customers.
Being scrappy means committing to a result and doing whatever it takes to reach that goal, even if you have to move mountains without the resources, tools and budget that your competition has. It’s knowing that you won’t succeed by repeating what everyone else is already doing. It means capitalizing on your competitors’ weaknesses, working harder and smarter, responding nimbly to change, and having a sense of urgency that drives you to action. What some see as conservative and safe, we see as a failure to stay scrappy – obedience to the status quo, complacency. Remember that complacency creates an opportunity for a scrappy competitor. Being scrappy and staying that way creates opportunities for you!
Successful marketing communications will never be a set-it-and-forget-it proposition. You will be continually evaluating the results of each tactic and expanding on your successes.
You might apply a successful message to another tactic or expand its reach by using it with a different customer profile group. If you allocated resources to a tactic that failed, you can shift that budget to a successful tactic that you want to expand.
At every step along the way, you will be arming your sales team for success by giving them updates on what is working and what is not.
If you are not surrounded by people who are constantly asking the question “How well did that tactic work?” you are surrounded by the wrong people.
Successful marketing communication targets and persuades potential customers that what you have to offer is for them. But these messages only prepare a prospect for a sale. It’s someone from the sales team who makes the direct contact, reinforcing the value of your company, product or service with the goal of converting that prospect into a customer.
Arming sales teams with strategies, tools and messages that are properly designed to drive customers to action is only half of the equation. Your sales team needs to know the how and why behind every tool and message. They need an in-depth understanding of the wants and needs that will be driving a prospect to action.
If your marketing and sales teams are not working together, STOP and reevaluate. Go back and do the work so your sales team has everything it needs to be successful.
Push marketing takes the product to the consumer and pull marketing brings the consumer to the product. The difference lies in how the customer is approached. A push strategy can be a quick way to move a customer from awareness to action, while a pull strategy tends to create an ongoing relationship that builds stronger brand loyalty and repeat business.
Push and pull marketing can and should be used together – but they are executed individually using different tactics. Both approaches require planning and consideration of the media, audience and marketplace along with strategic decisions about which one will have the most success at driving a desired customer action.