Even if you have written your web copy to show your passion and how your product or service is solving a problem, if you don’t optimize it for sales conversions, you are leaving money on the table.
In this series of posts, I’ll show you how to use benefit lead sales copy in a classic sales structure in order to get your website visitors to take action.
1. Lead with your value proposition
Your value proposition clearly states in a few words the biggest benefit of your product or service – what problem are you solving for your customers?
It is often challenging to capture this value proposition in a few words (which is why you should hire a professional copywriter to do it for you), but if you can get this right, you will dramatically decrease your bounce rate and capture the user’s attention. They will then be engaged enough to stay on the page and hear your sales pitch.
For example, a meal planning service could have the following value proposition:
Make mealtimes a breeze
Or an on-demand car cleaning service might have this value proposition:
We’ll clean your car while you work
It is important to make this value proposition as simple as possible so that your customers can understand the message within a few seconds.
2. Reinforce it with a sub-line
This value proposition (usually the main headline of your homepage) is then supported by a sub-line that gives the user more detail once you have grabbed their attention.
So, in the meal service example, the sub-line might look like the below:
Save money, learn how to cook, and have more time to spend with your loved ones
For the car cleaning service it could be:
We’ll come to any location in Manhattan and clean your car while you work, shop or dine out.
The idea with these elements is to explain the benefits and demonstrate how you’re going to improve the customer’s life in just two short lines. This is designed to hook them in so they continue reading more detail.
3. Demonstrate your credibility
Next, your customer needs to know who you are so they can work out if they should trust you as an individual, company or brand.
Include a short About Us paragraph that tells a brief story about who you are and how you came to solve their problem with your product or service. Tell them what your Unique Selling Proposition (USP) is, and what your vision for the future of the company is. Write all of this in a ‘you-focused’ tone.
Even changing the above three elements of your website can help to increase your sales. The next post in this series will look at more ways to optimize your website for conversions, including features and benefits, customer testimonials and calls to action.
Look out for part 2 – COMING SOON!
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