How to make your website a sucessful sales tool
It is clear that most sites are created for commercial purposes: increasing turnover, attracting customers, reaching new markets, etc. Therefore, in order for your future site to be effective, so that it successfully solves its tasks, and not be a source of continuous expenses, the site must be “selling”.
Checklist for identifying the best selling sites:
Segmentation of the target audience.
What is important for your client – his status or vice versa savings, promotions or conciseness and style, go fishing with friends or go to the congress of IT specialists? Make each type of target audience a relevant offer that hits the target. Convey the essence with text (for the meticulous), widgets (if client does not want waste time reading, make a brief with a call to target action).
Catchy UTO – unique trading offers. The UTO must contain the keywords by which you are looking for the product. For example, “the best selling sites”, “construction of a wooden house”, “waterproofing of a swimming pool”.
UTO demonstrates the advantages of your product and company – it sets you apart from competitors. And it encourages you to quickly perform a targeted action – to get an estimate in 2 price categories, calculate the cost, order a product, book a gift.
The UTO should be located at the beginning of the text. And “hook” so much that there is interest in reading further, moving from site block to block.
Demonstration of benefits.
Clearly describe what your client will receive.
For example, odorless stretch ceilings, 5 years warranty, free water drain in case of flooding by neighbors, etc.
But the benefits should not turn into implausible market advertising! The modern client is smart and feels the difference between specifics and deceitful tricks.
Trust triggers.
Fill your website with:
- real video feedback from customers, reviews on letterheads from legal entities,
- useful videos from your YouTube channel,
- product quality certificates,
- photos of the production process or the provision of services,
- an example of a contract with guarantees,
- personal guarantees of the director, supporting the text with a video message or a photo.
Let the person understand not only with words, but also by demonstrating the facts that it is reliable with you.
“What is important for your client – his status or vice versa savings, promotions or conciseness and style, go fishing with friends or go to the congress of IT specialists? Make each type of target audience a relevant offer that hits the target. Convey the essence with text (for the meticulous), widgets (if client does not want waste time reading, make a brief with a call to target action).”
Selling design.
All the elements of the site are arranged in such a sequence that it is easy to find the right page, the right block at any time. Infographics help you quickly assess the benefits. The calls to action “Buy”, “Get a gift” are noticeable and well thought out, right down to the color of the button. Yes, even this affects the conversion rate! Need a selling website? The price largely depends on the design. Without a selling design, even the strongest text will not sell your product.
For some reason, most beginners who start commercial activities on the Internet believe that the presence of bright, flashy headlines, banners, counters and buttons on the site will help them attract the attention of visitors. In fact, it turns out exactly the opposite. Such things only scare away visitors to the site, and they tend to close it as soon as possible.
The design of the site should be such that, on the one hand, it does not interfere with the tasks of the site, i.e., it does not distract the visitor’s attention to minor things, and on the other hand, it helps the visitor to do the desired actions (place an order, contact the manager, etc.).
Selling text.
Much attention should be paid to the content of the site (content). It is very easy to spoil the impression of the site and ruin the sale process at the root if the texts on the site contain typos, grammatical errors, special terminology that your target audience does not understand. Texts written in too small or vice versa in too large a font containing too many underscores, italics and bold text also have a bad effect on the sales process.
The main mistakes of “non-selling” sites: the company’s pages contain general information similar to encyclopedic texts; the site contains tabular price lists, which are difficult and uninteresting to read; the texts do not call for any action; it is unclear what needs to be done to place an order, it is difficult to find contacts, phone numbers of managers; the font and color scheme are not effective enough for visitors.
It’s good when the texts are written in a clear, accessible language. When text information is accompanied by graphics (pictures, diagrams, diagrams, etc.). When the site contains all the necessary auxiliary materials that systematically “lead” the visitor to place an order or make a purchase (instructions, online manager, tips, etc.).
It is also very good when after-sales service is organized on the site: informing customers about new arrivals of goods, special offers, promotions, consultations are given on the use of the purchased goods, etc.
Calls to action.
They should be clearly targeted at the target audience. For example, in the B2B sphere or when selling an expensive product, the call to “Get a gift” may be perceived as a frivolity of the company. And calls to “Get a commercial offer”, “Calculate the cost”, “Get an estimate in 2 price categories”, “Get expert advice” are quite appropriate. But when selling inexpensive goods, “Buy”, “Download price list”, “Get a gift” work well.
Portfolio.
This is one of the most important sections. Describe in as much detail as possible what you did, for whom, and what difficulties you solved during the execution of the order. Price, terms, real photos or videos from the object.
Technical perfection.
The site does not hang. Displayed perfectly on PC and mobile. Text and images don’t move out. When clicking on links, error messages do not pop up.
The right domain and hosting.
For some reason, entrepreneurs are often “led” to offers of a free domain (site addresses) and hosting (places on the server to host the site on the Internet).
Any business, even the smallest, requires financial investments. A commercial website is also a business, it is your source of income. Therefore, its name, technical means of development, and the place of its “residence” should be taken seriously.
Sites made on free services and “engines” hosted on free hosting and having a 3rd-level domain are immediately visible. And immediately a logical thought arises: “If this company do not have spare money for the development of a normal website, can they be trusted? Isn’t this company just another dummy, a one-day thing that will take my money and disappear?”.
It is not surprising that no one wants to order and buy anything on such sites. Moreover, there may be an outflow of existing customers who, having visited such a site, did not want to continue cooperation with such a company.
If you don’t have enough funds to develop a professional website, it’s better to postpone the idea of opening it until better times. Do not spoil the reputation of your business. It is better to work without a website than to work with a bad website.
Reliable content management system (“engine”).
Another important component of any website is its “engine” or content management system (CMS). At first glance, this is a criterion that has no direct relation to the effectiveness of the site. But this is not quite true.
Now almost every website developer or website development service offers to install a special program (“engine”) that will allow you to manage your website without special programming knowledge, or even create it yourself.
SEO optimization.
Thanks to SEO optimization, your site will eventually rise higher in search engines, and advertising costs will decrease. By entering the name of your product in the search bar in Yandex or Google, a person will find your site on the first page of the search engine, and not in its backyard.
Website marketing.
It is often necessary to meet with the misconception of managers that after a site has appeared on the Internet, streams of visitors should flow to it in some miraculous way. In fact, attracting visitors to the site and increasing its attendance is a long, painstaking, and therefore highly paid job. It should be understood that no matter how beautiful, interesting and useful your site would be, it would be of little use if no one visited it. At the same time, the effectiveness of the site, the achievement of its goals directly depends on the number of its visitors.
The more people visit your site, the higher your income! Therefore, promote your site in search engines, use marketing techniques to attract visitors, place contextual ads – all your expenses and efforts will return and pay off at times.
Services that stimulate targeted action.
The best selling sites use special services that increase the conversion rate of the site up to 300%. Due to what is this happening? You show widgets adapted to the interests of your target audience – up to cats or your favorite car model. Visitors see offers that meet their needs – and perform targeted actions:
call you,
leave contacts,
click the “Buy” button,
subscribe to news, share in social networks.
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