How to Write Copy That Turns More Website Visitors into Buyers

©2003 By Linda Elizabeth Alexander

You're getting lots of visitors, but not a lot of sales. How can you increase the number of buyers without increasing traffic? Design, usability and layout have an impact on sales, but your words are what really sell - or don't.

Start by evaluating your web copy. If you were a stranger visiting your website, would you believe your offer? Is it worth the price you are charging for it? If not, it's time to reevaluate your offer.

You must overcome risk - when shopping online, customers can't touch or feel your product like they can in a store. So you have to communicate the VALUE of your offer. Tell them how they will benefit and how much they are getting for their money.

Another way to overcome risk is to offer a guarantee. "100 percent money-back guarantee. If you're not satisfied for any reason, we will refund your money, no questions asked." Lessening the risk involved in buying your product puts your customers at ease and opens their minds to buying. Reassure them on other pages of your website and on your order form.

If you're in a service business where customers can't return the product, then guarantee the solution you provide. For example, a graphic designer could guarantee that the project is completed on time and budget. A plumber may guarantee that your pipes won't leak anymore.

Guaranteeing your work shows that you stand behind your claims and believe in your products.

Another way to entice visitors to buy is by offering free samples. Sweeten the deal with something free and you are sure to gain your prospects' attention. Offer a free trial subscription to your magazine, a free three-day supply of your wrinkle cream, or a free estimate. Service businesses can offer a free consultation or "how-to" booklet.

Give details. Write exciting, interesting descriptions next to each product photo (you do have photos up, right?). Include as many details as you can. The more information a prospect has, the more she/he will trust you.

Solve problems. Let visitors know what problems your product or service solves. Don't be afraid to describe the problems. Once you do that, show visitors what their life will be like after they buy your product. Tell them how your customers use your product and benefit from it - visitors will identify with real life examples.

Are there testimonials on your web site? Nothing enforces your credibility more than other customers' experiences. Whenever you get complimentary letters or emails from satisfied customers, ask their permission to reprint them. Including their first and last names along with their companies and cities where they live enhances credibility.