Category Archives: web copy

Benefits Make the Sale, Not Features

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Posted by admin on October 21, 2008 – 3:12 pm
Filed under Business Communication, Copywriting, attract clients, increase site traffic, online marketing, small business marketing, target market, web copy

Getting product feature happy on your website could be fatal to sales levels. Simply focusing on what a product looks like and how it operates isn’t enough to actually sell it. Customers aren’t likely to buy a product based just on features. They want to know the product will satisfy a need and be worth their hard-earned money.

Telling customers the benefits of your service or product shows them you care about their needs and satisfying those needs.

Here are some ways to turn features into benefits and increase sales: 

·       Find out what your target market needs to satisfy some aspect of their life. Think about how your product will benefit the customer, and design the features around those benefits.

·       On your website, present the features of your products / services, directly followed by how it will benefit the customer. You’ll lose customers if you don’t present them with why a product is worth purchasing. It must be of some value.

·       Here’s an example of how to attach a benefit to a feature:

o      Feature: This face lotion eliminates the harsh appearance of wrinkles

o      Benefit: so that you look ten years younger and healthier.

Presenting the entire package of a product is what adds value to it and persuades the customer to purchase.

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Make More Online Sales

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Posted by admin on September 27, 2008 – 2:54 pm
Filed under Small Business, online marketing, online sales, web copy, web traffic

Your website works around the clock to persuade customers to purchase your product without any personal interaction. However, many websites aren’t doing all they can to draw customers in and persuade them to act. This often occurs because companies do not know where their website falls in the sales process.

The sales process of your website is similar to the one you use in store—beginning with identifying the customer and ending with a customer relationship that will bring him or her back in the future.

The online sales process consists of . . .

·       Create a stellar first impression: First impressions are everything. Your website has to prove to your target that your products / services will satisfy their needs. The tactics you use on your site through words and design are equivalent to the store-based salesperson approach and must be executed to the highest degree of efficiency.

·       Promote features and benefits while answering customer objections: Websites must anticipate what questions a customer may have, and the copy should already have them answered. Once you’ve fully described the various features and benefits of your products / services, answer any customer fears and concerns. This allows the customer to make a better buying decision and recognize your company as thorough and knowledgeable. FAQ’s and customer testimonial pages can be used to get various answers across.

·       Close the deal: Make sure navigation to the purchase button is obvious and user-friendly. If you’ve gotten as far as getting them to purchase, it would be a shame to lose them during the actual purchasing process. To account for any skeptical customers, it would be beneficial for your website to recommend different products, utilize promotions, and reinforce benefits of the products / services.

·       Keep the relationship alive: It’s extremely important to keep past customers returning to your website / store. Thank you emails, coupons for future purchases, and excellent customer service all aid in maintaining future relations with the customer.

Not sure if your website could use a sales process facelift? Visit Michelle Salater Writing and Editorial, LLC, to learn how we can help you with our writing services. 

Website Effectiveness: Discover Your Return on Investment

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Posted by admin on September 15, 2008 – 4:32 pm
Filed under Marketing Strategy, Marketing Tip, client attraction, increase site traffic, web copy, web traffic, website navigation

Curious about what your website is contributing to business? It’s important to measure successful and unsuccessful elements of your website in order to understand what changes need to be made for an increased return on investment.

Once you understand what your target market needs, you can predict their website behavior and track it by logging data about the number of visitors in a specified period. Also, log the number of website sales per week. This will show you the popular and unpopular items, which you can compare to store sales. Are there some items bought online more than in the store? If so, cater to those items online to increase website profits.

Identify patterns in the data that may lead you to make changes to your website content and design. Is there a page you have on your website no one is visiting? It could mean the link isn’t in an obvious spot. If many people are visiting your site, but no one is buying, it could mean your website content, such as web copy, and interactive tabs aren’t developed strongly enough to get you the sales you want. If you notice an area on your website is getting more attention than others, pinpoint the successful aspects and apply them to other pages to see if that helps increase visitors.

It’s important to constantly analyze your website data and connect it to your return on investment. Constantly keep your website fresh, user-friendly, and interactive to ensure you are effectively communicating with users, selling, and providing excellent customer services at all times.

Want to learn more about the services that will help your website be effective and increase return on investment? Visit Michelle Salater Writing and Editorial, LLC, our many result-driven writing services. 

 

Where Does Your Website Fit into Your Sales Process?

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Posted by admin on September 2, 2008 – 4:55 pm
Filed under Copywriting, Small Business, attract clients, client attraction, increase site traffic, online marketing, small business marketing, web copy, web traffic

Your website is an around-the-clock sales tool. As your business evolves and the market changes, often you adjust sales techniques and marketing strategies accordingly. However, many companies undervalue the importance of updating the content on their website to reflect these changes.

Revamping your web copy from time to time can bring in a new source of revenue and demonstrate to clients you’re on top of your industry. You wouldn’t allow your sales rep to go stale, don’t allow your web copy to.

Web copy must execute the entire process of selling:

·       Engage and peak the interest of the client

·       Communicate clearly and effectively

·       Provide the client with the features of the products / services, and describe the benefits

·       Get the client to take action right now

The main goal of web copy is to get the client to act. The action could be bookmarking your website, making a donation, purchasing a product / service, or contacting your company. If your website can influence potential clients to take action, prepare to see your profits skyrocket.  

If you think your web copy isn’t up-to-date or was poorly written, you need to start rewriting now. If you don’t have the skills to write the content or don’t have the time, hire a professional copywriter to get you the positive results that will change the way you do business forever.

Don’t wait any longer. Dust off that old web copy, and make it pop. Visit us at www.mlsalater.com to check out our many result-driven copywriting services.

Travel Copywriting

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Posted by admin on August 22, 2008 – 1:45 pm
Filed under Uncategorized, attract clients, client attraction, increase site traffic, web copy, web traffic

Some businesses need to sell more than one element in their marketing campaigns. For example, real estate companies not only need to sell the house, apartment, or condo, but they also need to sell the community, the location, the excitement of the area, and the lifestyle. Companies with numerous selling points need to utilize descriptive words as much as they use pictures.

A travel copywriter can bring any area, item, or idea to life with web copy, brochures, and ezines. Travel copywriters will lure potential clients to a specific location and further persuade them to return or buy in that area. They are skilled in describing the luxurious elements of destinations and creating a visual in the reader’s mind of what that place is like.

When people are thinking of vacationing, renting, or buying, they want to know what they are getting for their money. They want to know what the culture is like, or are there beaches? What makes this place better than other popular areas? 

Pictures can only show a fraction of the experience. Words can bring life and vivid description to what’s not seen in photos.

Travel copywriters have the talent. Let them use it for your company.

5 Ways a Blog Can Help Your SEO Efforts

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Posted by admin on August 21, 2008 – 3:08 am
Filed under increase site traffic, online marketing, small business marketing, target market, web copy, web traffic

1. Search engines hone in on the most relevant information to your search. What’s more relevant than an up-to-date blog with a focused topic? Constantly updating your blog will enhance your site rankings.

2. It’s all about the links. Let’s say someone found your blog in a simple search for a particular topic. Now that they’re on your blog, they have the option of clicking on various links. Links to your main blog page, specific pages on your website, and other links you provide work to your benefit. Links can also be embedded into the written content on your blogs, peaking interest in the viewer.

3. Keyword placement is critical in attracting viewers to your blog. Keywords that are focused on your target market will provide the greatest benefits. A set of the same three or four keywords can be placed strategically in the title, links, categories, and body of a blog. Don’t use generalized keywords or words that you think will attract a general crowd. Why? Because general searches won’t necessarily get you sales. Attract a specific target market with profitable keywords. Your goal is to get a high conversion rate from your visitors. This won’t happen if you generalize your target market. Know your target market and get specific with your keywords.

4. The right keywords can get your blog inbound links from other higher-ranking sites. Inbound links are links from other websites or blogs that go directly to yours. Viewers who see your blog link on other sites may be interested in checking out your site as well.

5. Posting your blogs on social bookmarking sites will also increase your company’s exposure. Popular blogs and articles are ranked and, in turn, can get your blog tons of views per day. The relevancy of topics on these sites also helps increase your search engine rankings.

How a Website Can Double, Triple, or Even Quadruple Your Sales

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Posted by admin on August 18, 2008 – 8:40 pm
Filed under Copywriting, attract clients, client attraction, online marketing, small business marketing, web copy, web traffic, website, website navigation

Online shopping is increasing in popularity. Just how popular is it? An estimated $204 billion dollars worth—an estimated 17% increase for 2008—according to a recent study by Forrester Research, Inc.

Many companies don’t need an area for purchasing on their website, but for those who do—especially retail companies—the above statistic should be enough to motivate you to get a website up and running if you don’t have one already. For those of you who have a shopping cart on your site, it’s crucial that you update your inventory on a regular basis.

A website is a powerful sales tool, yet establishing a strong online presence is a challenge to some businesses that are unfamiliar with how to compete and stand out among the millions of websites. For apparel companies looking to establish an online presence, this can be even more difficult as many of them, especially the small to midsized businesses, have little or no experience selling products and promoting their businesses online.

Let’s say you own a chic boutique downtown, and recently, your clientele has leveled off. You know you need a fresh marketing campaign, or something that will lift you out of that arid plain you’ve been sitting on and get you steady sales volume.

 You don’t want steady sales. You want skyrocketing sales.

According to the Forrester Research study, most online shoppers are visiting apparel stores online and spending $26.6 billion. How much of that $26.6 billion could you tap into?

Creating a website for online shopping for your boutique will greatly benefit your business. An online shopping cart will allow you to make money 24 / 7. The simplicity of virtual shopping is extremely attractive to people who are too busy to shop downtown or for those who want to save on gas. It also provides customers the option to shop whenever they want—not simply during regular business hours.  

There are two worlds out there: the real world and the online world. Get involved in both, and your sales are guaranteed to increase.

 

Want to know more about bringing your company online? Visit www.mlsalater.com to view the list of copywriting services.

The Key to Grabbing Your Target Market

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Posted by admin on August 12, 2008 – 4:31 pm
Filed under Copywriting, attract clients, client attraction, increase site traffic, online marketing, small business marketing, target market, web copy, web traffic

You’ve decided it’s time to revamp your company’s website and rewrite existing marketing materials. Instead of wasting time and energy trying to do it yourself, hire a copywriter.  

Freelance copywriters, depending on their area of expertise, are skilled in web copy writing, SEO writing, general business copywriting, freelance editing, and much more. A good freelance copywriter knows what it takes to attract potential customers to your site using a simple equation. First, they listen to your needs and your company’s goals and objectives, and interview you to better understand your target market. Then, they further research your target market and competition. Only after this work do they write the copy.

If you’re interested in hiring someone to write or rewrite your web copy, a copywriter should know how to write optimized copy that reads organically. Good copy is important not only for search engine purposes but also because it sets the tone for the website.

Let’s say you own a luxury real estate company. You know the exact target market you’re trying to appeal to but don’t know how to appeal to them. Presenting the facts and photos of your real estate isn’t going to cut it. This is where website copywriting becomes a vital element of your company’s success.

Web copy for a high-end real estate company needs to have a very specific tone, one that expresses a chic, sexy, luxurious lifestyle that creates desire for the potential client. Unique and well-executed web copy will speak to the company’s target market while incorporating keywords and phrases to increase search engine rankings.  

Eliminate competition and increase your clientele by hiring a copywriter to bring in sales. View Michelle Salater’s copywriting services.

Why Care about Web Copy?

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Posted by admin on August 11, 2008 – 2:42 pm
Filed under Copy, Copywriting, Uncategorized, attract clients, client attraction, increase site traffic, online marketing, target market, web copy, web traffic, website

Can you relate to the following scenario?

 

You have a brilliant business idea. You are clear on what you offer your clients. And you have a website you paid a lot of money for. You think you’ve communicated effectively what you offer. And, even better, you’re getting site traffic. But . . .

 

And this is a big but . . . it can make or break your business.

 

No one is calling you. Customers aren’t buying your products. They aren’t emailing for a consultation.

 

You decide you need tweak the web copy on your site. So, you try a little of this and a little of that. Still, nothing changes. Frustrated, you scratch your head and wonder, What am I doing wrong? The answer lies in the quality of your copy.

 

Think of web copy as bait. If you want clients, you must give them what they are hungry for. 

 

The information you find necessary isn’t always what the potential customer needs or wants. Your copy must speak to your target audience. And you must communicate your message a clear, concise, informative way. If you don’t, the alternative is that they will go somewhere else—no matter how stellar your services or product may be. Remember, for your potential client to feel the same enthusiasm you have for your product and services, you must project this image.

 

Need copy? Contact Michelle today.  

Are You Sure Customers and Businesses Can Contact You?

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Posted by admin on July 25, 2008 – 11:34 pm
Filed under Business Communication, Copy, Copywriting, Marketing, Marketing Tip, Small Business, online marketing, small business marketing, web copy, web traffic, website, website navigation

One of my biggest pet peeves is going to a website, which contains minimal contact information.

The internet is too vital a place to neglect this important information, as virtually all people use some aspect of the internet to communicate with others. It’s crucial to give customers options for contacting your company.

Customers love options because it allows them to choose the most convenient way for them to contact your company. Many people use email everyday, and it might be easier for them to send your company an email with an inquiry, comment, or suggestion rather than picking up the phone and waiting through a recorded message and being on hold for five or ten minutes.

Items that should be on your “contact us” page:

·       STAFF: I can’t tell you how many websites don’t have a list of their most important staff members listed. This is important because it adds a personal flare to your company and allows the customer to feel as though they are contacting an actual person and not just a company. People may be discouraged from contacting your company via email if they do not have a specific name or title to use.  

·       PHONE NUMBER: Provide a phone number for those who want questions answered immediately and who want to speak directly with a person.

·       EMAIL ADDRESS: Provide an email address for general questions and staff email addresses for more specific inquiries and comments.

·       MESSAGE FORM: Provide a form so that the customer can fill in questions and comments right there and not go through the trouble of creating an email. A message form should have boxes for customers to fill in their name, company name, cell or business number, email address, and their questions or comments.

·        EMAIL AND MESSAGE FORM COMBO: Sounds like a meal at a fast-food place, doesn’t it? An email address and message form would add even more options for your customers to contact you. 

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