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Title: Five Pieces of Information You Must Include on Your Website to
Generate Sales
Author: Micah Cranman
Article:
One of the first things online entrepreneurs have to recognize
about the Internet is that it's a very impersonal medium. When
you're selling something to someone in direct conversation, you
have the opportunity to create rapport and inspire trust in
them. You can answer any questions they have, and you can
guarantee their satisfaction.
However, on the Internet, all the customer has to go by is your
image and your written word -- in other words, how professional
your appearance is and how well you address their concerns. Both
are equally important. You've got to provide the customer with a
site that looks nice and has all the information that they want.
Designing a professional website is beyond the scope of this
article, so I won't address it here. However, let's take care of
the "information" part. Here's the information you need to have
on your site to really start generating sales:
1. Clearly stated benefits
Somewhere on the site you need to tell the customer why the
product they're going to buy is better than the competition's
and why they should buy it from you specifically. (In other
words, with what benefits do you provide them?) This information
should be given to the visitor as soon as possible. (The home
page is the best place, if possible.)
2. Evidence of superiority
You need to *show them* (not just tell them) that your product
(and your company) is superior to the competition's. You can do
this through a free trial of your product, a tour of the
product, etc. You also absolutely must use another method:
testimonials.
Testimonials are one of the most powerful marketing tools in
existence, and by adding them to your site you can increase
sales dramatically. (A note about testimonials: you should
never, ever make them up, and you should always include the full
name of the sender and their e-mail or website address when
possible.)
3. Answers to their questions
Customers that are interested in your product are typically
going to have some questions both about the product itself and
about your company. You can provide answers to most of those
questions immediately by creating a Frequently Asked Questions
(F.A.Q.) page on your site. It should be noted that the F.A.Q.
page is also a great place to reinforce benefits of your product
by wording your questions and answers in a favorable way.
4. Assurance they'll be satisfied with the product
Because the Internet is so fast-paced and anything that's on it
could easily by a lie, potential customers are terribly wary of
being over-hyped about a product and being let down when they
finally buy it.
That being the case, if you can offer the customer a guarantee
that they'll be satisfied or they'll get their money back, then
you can close more sales because you've assured them of their
satisfaction. Additionally, a free trial if possible is a good
idea here.
5. Appearance of a good foundation and reputation
The customer has absolutely no idea who you are and how you'll
treat them. So, at all times make it clear how they can contact
you and that you'd love to hear from them. You can do so by
creating two pages on your site: an "About Us" page and a
"Contact Us" page.
I'd also like to note that depending on what type of product
you're selling, it may be appropriate to give as much
information you can on the product. (Technical details,
documents, layouts, lists of features, etc.) A good rule of
thumb is that the more information, the better.
However, keep in mind that the last thing you'll want to do is
drown your visitor in information. The key here is catering to
your target audience. So, use your good judgment to determine
what needs to be on the site, but if in doubt, put the
information on the site.
(Also, it should be noted that it's relatively easy to determine
if the addition was a good one - through some simple testing,
determine if your site's effectiveness increased, and if it did,
you made the right decision.)
Add the five key pieces above to your site and you'll see an
increase in response rate and the overall effectiveness of your
site. I guarantee it!
About the author:
Need a killer website for your business? Need someone to market
it? Micah Cranman designs and markets attractive, compelling,
and results-driven websites for small businesses and
organizations. For more information on how he can help you
develop a powerful web presence, visit his site at
http://www.sybren.net
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