People have short attention spans, particularly when it comes to browsing online, so keeping your visitor’s attention is absolutely paramount if you want to make a sale.
Here are 6 things that you need to consider if you want to keep your visitors on your website and turn them into paying customers…
1. Write a Compelling Headline – When it comes to the task of grabbing your reader’s attention and keeping them on your web page, the headline is the first thing you need to consider. If the headline doesn’t excite, shock or intrigue, then you’ve failed, and your visitor will leave. The best way of ensuring that your headline does its job is to work out what the main benefit of your product is, and include that in the headline.
2. Spend Money on Design – The look of your web page is just as important as the copy. The fact is, you could hire the best copywriter in the world, but if your site is an online eyesore, there’s a good chance that your visitor won’t stick around long enough to read it. So whether it’s a standard website or a sales letter, make sure you give the design the attention it deserves.
3. Break up Your Copy – No one likes to read long streams of unbroken text. It’s ugly, off-putting and counter-productive. You need to draw your reader further and further into your sales copy in order to really “sell” the product to them. The best way of breaking up your copy is to include sub-headers within the sales letter that compel the visitor to read on. Short questions like “So how did I lose 10 lbs in a week?”, “What did I do next?” or “So how did I make £10,000 in 4 days?” will engage the reader and keep them interested.
4. Include Bullet Points – The fact is, most people tire of reading sentence after sense, paragraph after paragraph. No one really has time to read an entire sales letter, and as a result, many people will skim read your copy until they get to a point that interests them. Bullet points ALWAYS make people stop their skimming and read the content. So use your bullet points to highlight the most obvious benefits of your product.
5. Shout and Be Bold – When people are scrolling quickly down your sales letter and skim reading your content, it’s easy to miss an important point. To combat this, try writing your main points in bold, and capitalising the words. Don’t capitalise too many words though, as this can appear “shouty” and a little bit cumbersome. But generally speaking, using bold text and capital letters will draw attention to those particular words and make your visitor stop and read.
6. Check for Errors – If you want people to purchase any sort of product or service from you, it’s important that you present your business in the best possible light. Poor presentation will reflect badly on you and your company and reduce the chances of you making a sale. So always read through your copy and remove any spelling errors or typos. If you need help, consider hiring a copywriter who will proofread your sales material and correct any glaring mistakes.
Nick Cobb – Freelance Copywriter