5 Killers – Why Your Website Isn't Selling (And How It Could)
Updated: Jun 4, 2019
Let’s face it.
Your website isn’t doing as well as it should. The product/service you offer could be bringing in a bushel of money… too bad it stays in “could”. Why?
Why isn’t your website successful?
Why others can build a successful website and you can’t?
Why, after all those personal development books, entrepreneurship programs, eCommerce courses… why it simply doesn’t work?
You’re asking the wrong questions.
It’s not the why. It’s the HOW.
How do I make my website successful?
How did others build a successful website and how can I?
How can I implement, immerse myself into what I’ve learnt to make it work?
Focus on the RIGHT things.
That’s what I’m here to share today: the things you should be paying attention to.
What An Awful Headline
I guarantee. The first thing people see when visiting your website is your headline.
And if you have a cheesy one such as: “The Secret of Successful Writing (that only successful writers know about)...” you gotta do something about it.
These cheesy headlines no longer work the way they used to. I don't mean you can't profit from them, you can have them in opt-in pages. But definitely not for your website (YOUR BRAND’S FACE).
These are the 3 types of successful headlines you can use for your website TODAY:
1. Say What It Is - “Expense Tracking App"
2. Say What You Get - “Everything your dog needs.”
3. Say What You’re Able To Do: “Deliver millions of emails with a single click.”
Your Website Is Damn Boring
Nothing personal. I’m talking about your web copy – the words you pour into your website.
People aren’t sold with old advertising methods anymore. Pushing the sale excessively won’t just get you anywhere but will scare your clients away. People want more than free content… they want an enjoyable read, an enjoyable experience. They want to trust you.
I’ll grab a piece of email I received a few of weeks ago from copywriter Neville Medhora as he explains how to write your website conversationally whilst addressing pain points.
(He's showing how to sell dog training.)
Which one sounds more persuasive? Aha. You make your reader visualize a situation they can relate to (their pain points) and consequently they feel understood and closer to you.
Even so, I gotta warn you:
1. Lie and you’re out - It takes one single lie to lose all your credibility.
2. Don’t promise what you can't do - If you’re completely sure you can stay up to the promise go ahead. Otherwise, try to avoid it.
3. Salesy kills - Respect the 70/30 rule. 70% of the time you educate and entertain. The rest 30% you pitch.
You should have 1 single objective for your website.
Is it getting people click a certain button? Is it getting their email address? Is it selling a product?
Based on your answer, you should come up with the copy and design. If your website is currently built without a clear action you want visitors to take, you’re definitely doing it
wrong and wasting your money.
Lack of focus leads to indecision.
What happens when people have many options? They don’t make the right choice, or they end up not buying. So having different Call to Actions (CTAs) in your website simply isn’t a good strategy. Let’s take another example to clarify:
What happens when you’re looking for a specific accessory and at the very store you find out there are different colors available… and they all look fu***** awesome on you?
Two situations are likely to unfold:
1 - You buy with uncertainty as to which color you should’ve chosen… and soon you might regret having bought that color…
2 - You waste plenty of time and end up not buying due to fear of making the wrong decision...
That’s how your customers feel when they enter your website and see a bunch of CTAs. "Sign up here. Sign up there. Give me your email. Buy this product. Call this number." Heck NO! You gotta show them what to do rigorously. Ask out, don’t be afraid. So, plan of action for this mistake: Have a SINGLE call to action in your website. It’s fine to use it several times through the same page, but it must contain the same message.
For every product on Earth (no exceptions for Apple or Samsung) people always have objections. They fear about something. When doubts aren't addressed (more often than not), they turn into fear. Fear of not taking the right decision, of not buying the right product.
And fear is the #1 murderer of sales.
That’s why through your copy you should acknowledge every possible doubt/objection your customer might have. You should research your audience, their fears, possible doubts, and questions.
Until then you’ll be able to take a direct and honest approach towards objections. Skip a single detail in your product’s description, and you leave up plenty of space for an objection to spring up.
No matter how insignificant a detail might be, for example weight, just mention it…
otherwise, you might end up losing a lot of money.
Lack of Credibility
A basic concept. Similar to Toy Story’s “You got a friend in me.”
People buy from whom they trust. They want to be sold by a friend. And there are many ways you can show yourself as one. First of all, present yourself as an authority in the industry. Whether you’re talking for yourself or a brand, people will trust the experienced.
So you might want to educate your visitors and let them see what people say about your business.
Testimonials are KING when it comes to credibility. It’s the perfect way to brag about your business, without having to prove it yourself. Also, remember to address objections or you will lose credibility, and you don’t want that right?
Okay, wrapping things up: 5 Things To Consider For Your Website
Check your headline – change it if needed.
Write enjoyable copy – and don’t sound too salesy.
Choose ONE objective – and make that your Call to Action (CTA)
Address people’s objections – absolutely all of them.
Establish trust – testimonials and content work great.
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