What do you want new visitors to find when they click on a
link and arrive at your site?
1. Do you want to present first-time visitors with
something like a brochure, that has a home page giving
information and links to products?
2. Would you want your new visitors to find an online
catalogue that offers a variety of products and services?
3. Or, do you want your visitors to arrive at a focused,
straightforward sales page promoting one specific product
or service?
Your decisions regarding these three questions determine
the profitability of your web site. If you've gone to the
effort and expense of getting traffic, do what you can to
get as much value as possible from their visits. Here are
some suggestions.
Numerous market studies make one thing very clear: when
new site visitors are offered too many choices, they get
confused and don't buy. They leave; most of the time they
never return. Your objective is to make it easy for a new
visitor to become your client. Keep it simple at the
beginning.
This is best accomplished in one of two ways.
One option: use a page somewhat like a brochure on which
the visitor is given enough good and focused information
that s/he signs up to be on your email list to receive even
more information of value for free. For example, offer a
newsletter, a special report, a digital download, etc. This
type of site is an invitation, and is sometimes referred to
as a "capture page." You follow up with your new prospects
later via email to make offers of products for sale. Of
course, you always include a way for people to unsubscribe
from your list, as well as complying with all other CAN-
SPAM Act requirements.
Possibility two: start with a single-item sales page
promoting a low price-point item, the opening of your
"marketing funnel." Your low price-point item will
demonstrate the quality of your product or service, and you
will get repeat business because you offer good value. At
that point, you can introduce your new clients to a wider
range of products and prices. They know you deliver, they
know they can trust you, and so they'll wade through a bit
of information about products that don't interest them to
get to those you have that do interest them. Besides, now
they are in your data-base, and you can market to them
again later when you have a special promotion or a new
product.
In general, it is not a good idea to present a first-time
visitor with a catalogue site. It might seem impressive to
have lots of products at a range of prices and to have
distracting graphics, too. But it doesn't work. Think about
it: you've got just a few seconds to grab the interest of a
first-time visitor who is following links as they search
for something online. The best way to capture their
attention is to have a single, compelling headline.
Encourage them to stay at your site with good sales copy
and an excellent, beneficial offer.
Especially if you've paid for the visitor who has arrived
at your site, you naturally want to get your return on
investment (ROI). Many online business owners believe that
ROI means one thing: making an immediate sale. However,
savvy online business owners realize the lifetime value of
their clientele is key to success, and comes from
developing relationships. Online, this usually takes the
form of email follow-up.
Toys "R" Us
That's why you save the big beautiful catalogue site for
later, after they've become your client, and they know you
provide good service and a high quality product. Then,
after you've established a relationship, use a catalogue
site for back-end sales galore.
All right. That's the story of why to use certain kinds of
sites. Now, when you're ready to create your 'capture page'
or your one-item sales page, you can find copy writing
resources online. The resources could involve hiring a
copy writer, using a copy writing product, or writing your
own page from scratch, depending on your budget and skills.
The following list contains nine essential elements of a
good page.
1. Headline
2. The story
3. Benefits
5. Features
6. Credibility
7. Build up of value
7. Bonus gifts
8. Call to action (ordering info)
9. Post Script or summary
Now, you can use this as a checklist as you look for good
examples to use as models. Use the models as inspiration,
and then you or your copy writer will create your unique
way of writing it and applying the elements on your own web
page. Copy writing is in large part a formula. Follow a
good formula, using your own words, and you'll enjoy the
results of your efforts.