Sometimes the obvious escapes us. Like when writing web copy. I can’t tell you how many sales-oriented or lead-generation type websites I’ve been to that listed arbitrary information on prominent pages. It was more like reading an encyclopedia entry than sales copy. And – after looking through the matter-of-fact info – the page just ended. Stopped. No call to action. Not even a simple email address, buy now button or phone number. Nothing. I guess they didn’t want to make a sale after all.
If your website is designed to make sales directly (ecommerce) or to generate leads, you don’t have space to waste. Each page has to have a purpose. And each purposeful page has to focus on making a sale or generating a lead. This is done through a compelling headline, benefits-oriented copy and a strong call to action. You have to make your case before your target audience. Take them by the hand and lead them from point A to point B.
After reading a web page, if you aren’t able to identify what the next step(s) could be, the page is lacking in purpose. Think “forward motion” in everything you do. Keep your visitor clicking along the path from your home page (or landing page, if you’re using one) to the point of purchase or contact. When you do, your sales will reflect that each page of your site has a strong purpose.
Karon Thackston creates SEO copywriting for Gorton’s Fresh Seafood and other quality companies. Visit http://www.MarketingWords.com
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