What you want to create when you do your website writing is a site that is a Marketing Machine. This means that the website does not simply “sit there” doing nothing for your business, but instead has been put together to deliver a steady stream of contacts from targeted prospects. It is also designed to convert prospects to clients. It actually does not take more work to do this kind of website writing than it does to create any “normal” site. You just need to be aware of a few concepts and put them into practice.
Here are some ideas for you to consider to be sure your website writing project produces a Marketing Machine for your business.
1. Have a Home page that lets them know exactly what your business can do for them.
This needs to be exceptionally clear and succinct. There should be no mystery, confusion or doubt. You want targeted responses from prospects who need what you offer. Grab their attention immediately and get them excited that they may have found the answer they have been searching for. Clarity will pull them further into the site. Muddled website writing will get them to click off in frustration.
2. Understand that it is critical to know, understand and clearly state your target market if you want to attract them.
Start off by clearly describing who they are, and their issues and problems (that you solve). Use emotions to be sure that your website writing resonates with your target and causes them to strongly self-identify as the subject of your website. Done correctly (not over the top), your targeted prospects will emphatically nod their heads and be thinking “This person GETS me!” Don’t talk about you. Talk about them.
3. Put together a website that leads prospects through compelling copy that entices your visitor to read page after page.
Make sure that the writing is based on marketing principles that pull your readers in so that they must keep reading to see if your services can solve their problem. Understand marketing principles and don’t just “throw together” a site to get finished with the project.
4. Give them all the information they need to know.
Don’t put any obstacles in their way or leave questions or concerns unanswered. Don’t make them guess about anything. When prospects call you after reading every page of your site, you want them to feel that they know most of what they need to know to buy. You want them needing only to speak to you and be closed.
5. Build value by describing all they could expect to if they choose to work with you.
This should not be blatant self promotion but rather a gently led tour of the experience of working with you. You want them to feel like they know you and like they’d want to work with you. They need to understand the benefits they would have from working with you, and you want them to literally crave the possibility of having those benefits. The benefits you describe must seem very valuable and desirable.
6. Your About Us page must convince them that you are the service provider for them.
Focus all the information on this page to answer the question, “Does this person have what it takes to deliver the promised results?” When they’ve finished reading your About Us page, you want them feeling secure, positive, hopeful and convinced that they’ve finally found the answer they’ve been looking for.
7. Be sure you make it easy to contact you through multiple formats.
You’ve put forth all this effort to get web contacts, make it easy for them to take the next step. Reassure them. Let them know what they can expect when they contact you. Make sure they know there’s no charge to have an initial consultation.
Now you know the essentials of creating a marketing machine website. Get it done. It’s no harder than doing website writing for a “normal” (non-productive) site.