SiteSuite - Website Design Sydney

Killer website text is crucial to your online sales and sales leads

by Tim Rimington | April 27, 2011

Today's blog is all about your website's headlines and web page copy. Actually, not quite. Today's blog is about converting website visitors to sales and leads by writing killer copy and headlines!

Your Headlines are critically important for every page, product or blog title

Page headings colour your site and when executed effectively they jolt your readers into action! So what are your website's titles saying to your customers? Does your Home page present with a, "Welcome to our website" or a more enticing, "Australia's best floral wedding arrangements delivered FREE to your door!".

Keep in the back of your mind that your customers (website visitors) are not a captive audience. They're a mouse click or tap away from leaving your site if they can't immediately identify with something on the page. The same can be said of print advertising. If the headline doesn't grab you, you'll simply turn the page. But it needn't be that way...

Speak to Me! Connect with Me! Dazzle Me!

Learn what your customers like and what they dislike. Find out what they're passionate about and learn how to solve their problem. Learn how to fill the gap in their lives (your product fills that gap, right?).

Avoid describing your "Natural Organic Shampoo with 15 Essential Oils in a Handy Carry Around Pack" as "Shampoo 150mL".

Avoid an important page title that could read "Your Investment Property and why Brisbane delivers the greatest returns in Australia" as "Brisbane investment property". You get the idea.

Jolt your customer's emotions, make your page and product headings caffeinated and your page bounce rate is sure to drop.

Change elements on your web pages around, mix them up, give your repeat customers reason to return (good retailers are constantly moving things around in their stores to keep your next visit interesting - the same rule applies online).

Draw your customers into your headlines and copy, and give them ownership of your product before they've even made the purchase.

Whoa! Slow down, Copywriter. Stop building an inpenetratable wall of text!

Nothing gets a customer yawning more and clicking away from your website than a large wall or body of text. It's a chore and very few readers will wade through an enormous field of words.

Use paragraphs the way they were intended: communicating one idea.  Present your most important information first, followed by supporting arguments.

Use your SiteSuite CMS Page Editor to break up paragraphs with Heading tags (Heading 1 up top, Heading 2 follows after your first paragraph/s, then Heading 3 and so on down the page).

  • Bullet points are superb for breaking down key information
  • Bullets are good for skim readers (news flash: that's MOST of your readers!)
  • Don't have too many bullet points, stick to 5 or 6 if you can

To please skim readers as well as search engines, learn to use bold text to highlight really important stuff (especially towards the start of your pitch), then italics to emphasise key elements of your pitch towards the end of your page.

You've got me, I love it! Now what?

Your page featured a killer headline that opened their eyes, your body text and sales pitch was witty, exciting and filled the gaping hole in your customer's needs. But the road has screeched to an end. You're on a roll so don't stop there! Your customer has a niggling doubt but you've almost got them - now's the time for your killer punch, the "Go on, you know you want it!" line.

Reinforce your customer's decision with a well-worded final pitch that's summed up in a single sentence. Tell your customer what to do next!

"Your skin will be left feeling soft, silky and smooth and your life will change forever, and it's all just one click away!".

Okay, perhaps those type of lines lost their effectiveness back in the 70s, but the final pitch is something that all informed sales people use the world over. It's the final line that's written to make your customer feel good; the line that leaves the customer feeling that they've just made, or are about to make, the right decision.

Your call to action should be positioned directly beneath this final hook, be it an 'add to cart' button, enquiry form or email/phone number invitation.

Dedicating time to your website's text and page headings is crucial to your online sales and sales leads.

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