Website Content -- Provide the Facts Or They’ll Leave
Information Is Your Ticket to Sales Success
Many business owners believe that you should control the information you provide to your customers. Divulge as little as possible. Then customers must contact you for the answers to their questions.
After all, the more product knowledge customers have, the more power they have as well. Just think back to how car dealerships used to operate. Getting the bottom line on a new vehicle or the Kelley Blue Book value of your trade-in was a closely guarded secret. The internet has changed all that.
Tell All to Sell All
Today, customers want information, and if your website doesn’t provide it, they move on to a site that will. Fast!
No longer can you build a successful business model on the web based on keeping customers in the dark. If you won’t provide the information, someone else will. And customers know it. They have a myriad of resources available to them to find out what they want to know these days.
The best strategy is to treat the web customer as an intelligent stranger who is entitled to the facts, not just your sales pitch, so that he or she can then make an informed decision.
How Much Is Too Much?
How do you provide a wealth of information without overwhelming your site’s visitors? After all, people are in a hurry, and long, run-on pages with loads of detail can be daunting.
Make the information available but organize it on your website so that visitors can delve as deep has they want to go. Choose menu labels that make sense. Use headings, subheads and bulleted lists that allow visitors to quickly scan the copy.
You can even offer reports or case studies free for the asking that include your most specialized data. Not everyone will request them. But you’ll know that those who do are highly qualified leads. Your objective is to enable the visitor to easily be able to zero in on the information he seeks, no matter what it is.
Answer Their Questions
When deciding what information to include on your website, think like your customers. What do they want to know? What concerns do they have? What questions do you most frequently get? Finally, what do you feel are key points that tip the scales in your favor?
Don’t hold back. Provide the information in an easy to find and understand format. Put the most important facts in the most prominent places of your site. Continually update and add to the information.
Make it easy for your customer to get the answers they seek. In doing so, you’ll be positioning your business as the expert in the field and the leader in its industry, and sales are sure to follow.
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Need help creating content for your website? Susan Greene, website copywriter, can help. Contact Susan today for a quote on your project, Susan@SusanGreeneCopywriter.com, (407) 578-5528.
