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At this point, your web site is executing the marketing fundamentals with strong headlines and your product or service is featured prominently on your home page. You have a professional design that establishes the fact that your company and brand are trustworthy and of the highest quality. The next step is to tell your site visitor exactly what you want them to do. ”You have caught the readers with your headline. You have interested them with your copy. Do not leave them hanging in midair. Tell them what to do.” – John CaplesYou need a clear marketing “call to action”. A “call to action” in advertising and marketing refers to active copy that compels a user to take action. Typically the action is to purchase a product or take some step in your sales cycle that will hopefully lead to a sale. Here …
Your web site visitors want to know what you can do for them. This trumps everything else. If you appear to satisfy their needs, only then will they continue to research your “about us” links or have the slightest desire to see a picture of your facilities.Web sites, even those that have been developed by a professional agency, frequently make the mistake of featuring company information more prominently than company offerings. My experience has been this is catastrophic to your response rates.Please do not misunderstand; your site visitor does want to know that you are an established company with a strong position in the market. But their first question is “does your service or product meet my needs now?” My recommendation is you answer this marketing question with a big YES. Feature your “Hero” prominently on the site If you …
A strong marketing headline is the single most important element on your web site. Your headline is even more important than a photo or illustration representing your service or product because it is the first thing your visitor sees. Direct marketing professionals have tested numerous headlines, and even advertisements without any headline, and provided us with valuable insight on developing marketing web sites.Shockingly, as I write this in 2003, many web sites still do not have a headline and bury the benefits of the service or product in unread text and caption-less images. Why web sites with marketing headlines increase response rates Imagine that tomorrow’s newspaper arrived without a headline, with no sub-headings (subheads) and no captions on the photos. Most likely you would chuckle and “know” that the editor was going to lose their job. More importantly, you probably would …
Web sites respond differently from other advertising media for two primary reasons. First, web users are incredibly impatient. Secondly, they are incredibly smart. The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to phone call or contact forms. So how exactly does a web site treat visitors as impatient and smart? By giving them what they want, on their terms, immediately and with humility.