Pushing Sales Through Your Website’s Sales Copy
Whether you sell a product or offer a service through your website, it primarily serves as a virtual online store where customers enter, browse at what you’re offering, and either make a purchase or exit without talking to you – courtesy your sales copy.
Unlike a physical store where there is a well-trained and friendly sales staff to help customers to make a purchase decision, on the web, the human touch is largely missing. And it is here that your sales copy and website content should take on the role of a persuasive salesperson.
Clearly, if you want to push sales of your products and services online, you cannot ignore your sales copy.
First things first.
What is a Sales Copy?
Sales copy refers to those persuasive, sales-focused words on your website or online store that’s written with an aim to convince your prospective customers and website visitors to buy your products and hire your services.
Targetted sales copy pushes your prospective customers to take the desired action such as make a purchase or send you an inquiry ‘NOW’ instead of later.
Good sales copy converts a mildly interested visitor into a happy and satisfied repeat customer by informing the readers of the benefits of your products or services. It creates a need for the product by explaining how it can solve the customer’s problems; thus improving their quality of life.
Unlike your website’s content, the sales copy should be concise, persuasive, and convincing.
It should generate a genuine interest in your products and services, enticing your website’s visitors to read further.
How to Write Killer Sales Copy?
Your sales copy should be written with clear goals in mind, namely increased sales, genuine inquiries, loyal customers, repeat customers and more.
It should be tailor-made for your prospects, giving them a strong and credible reason to buy from you as opposed to all the other companies that offer the same product.
That being said, here are a few essential tips that should be taken into consideration when writing sales copy –
The first element that can capture the attention of your audience quickly is your page headline. It all begins with the headline and is often a deciding factor – whether or not to read any further.
If your copy headline fails to grab the interest of your prospective customers, the rest of your copy surely won’t. Make sure your copy’s headline is powerful and attention-grabbing.
DRIVEN BY BENEFITS
Your sales copy should highlight the benefits of doing business with you and using your products instead of bragging about the features of your products or services.
Describe how your product or service can solve the customers’ problems and improve their quality of life. Since the attention span of online surfers is very short and limited, it is imperative to make your point early on and in clear terms.
BE GENUINE AND WRITE FOR HUMANS
Your website’s sales copy should always be written for your customers rather than search engines. It should be believable, convincing, persuasive and easy to read.
The goal is to turn a random visitor into a paying customer, preferably one who comes back soon.
SUPPORT YOUR COPY WITH FACTS
It is good practice to infuse your sales copy with real facts, maybe some testimonials and words from satisfied customers.
THE PRESENTATION COUNTS
Your sales copy should not look like a big block of text. Rather, it should be broken down into smaller paragraphs with relevant subheadings and should be nicely formatted using bullet points, bold and highlighting, etc.
STRONG CALL TO ACTION
Perhaps the most valuable element of a good sales copy is its call-to-action. Your sales copy should prompt your prospective customers to take definitive action such as completing an order form, calling a toll free number or making a purchase.
So make sure to include the call to action statements within the body of the copy or at the end of the copy.
Strong copywriting skills, goal planning and a little bit of research are all it takes to develop a killer sales copy.