Website Sales Pages
Your Success Begins at the Top
Website sales pages are pages that directly sell products or services. These can range from short product descriptions (similar to the ones you see on Amazon.com) to full-blown sales letters.
When someone opens a page about a product, it's usually the headline that makes your prospect either read further or click away. Yet the majority of online writers write throwaway headlines that are usually nothing more than the product name.
The headline should contain a strong selling message. This message can identify the audience for the product or service, stress the usefulness of the product, or highlight other potential benefits.
A well-thought-out headline increases the selling power of any online document, from a Web page to an e-mail.
But, it takes more than a compelling headline to sell products or services online
The Benefits of Benefits
Too many promotional websites stress the features of a product or service — the bare facts about how it works, what it looks like, how and where it's made, who designed it, and so on. Effective copy translates features into benefits — the reasons why customers should buy the product. A benefit explains what your prospects are most interested in what the product or service can do for them.
In General, It Pays to Be Specific
People visit websites because they want information. And they are quickly turned off by pages that are long on puffery and short on content. So be specific. Don't write, "saves you money" when you can say "reduces fuel consumption up to 50 percent." Don't say "we're reliable" if you can tell the customer, "The repairman arrives within 24 hours or we fix it free of charge." Remember, specifics sell.
Make Sure Your Sales Pages Don't Fall Flat — Support Your Claims
Even if you stress benefits instead of features, even if you make specific claims, your customer still may not believe you. In his book Direct Mail Copy That Sells! copywriter Herschell Gordon Lewis describes modern times as an Age of Skepticism:
"This is the Age in which nobody believes anybody, in which claims of superiority are challenged just because they're claims, in which consumers express surprise when something they buy actually performs the way it was advertised to perform."
How can you overcome skepticism and get people to believe you? Here are some things to include in your sales copy:
An Urgent Need
Creating a sense of urgency is one more tactic that can help your website's sales pages do what they're meant to do Generate sales!
Give your prospects a reason to call, or register, or e-mail now, rather than later. If you can only take on a limited number of assignments, and you take on new clients on a first-come, first-serve basis, say so.
If your website's sales pages aren't performing to the best of their ability, you have an urgent need! Stop letting sales slip through your fingers and contact Kethyr Solutions today to find out how we can help.
Contact Kethyr Solutions today for more information or call us toll-free at 888-538-4971.
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