The simpler and more user-friendly your site is, the more sales it will generate. It's as simple as that. So you should always be thinking about how you can remove any unnecessary clutter, confusing links or visual eyesores to let your sales copy stand out.
In order to see what works and what doesn't, below you'll find a list of the 10 critical elements your site should include:
1. An Attention-Grabbing Headline. The first thing people see when they visit your site should be a compelling headline that describes the most important benefit your product or service offers. The headline is the key element of your site. It's what will persuade visitors to stick around and check out what you have to offer.
Your headline should be well-written – clear, concise and to the point. It should also be enticing – you want to pique your visitors' interest and make them eager to learn more about what you're selling. You can do this by emphasising what your product or service can do for them. Use a large font size, bolding, italics, a different colour – whatever suits the style of your site.
2. User-Friendly Navigation. Nothing will drive customers away faster than confusing or complicated navigation! Your customers should be able to know where they are on your site at all times, and should easily be able to find pages they've already visited.
Make sure your navigation bar or menu is clearly accessible and easy to understand. It should be exactly the same on every page of your site, and be located in exactly the same place. Your customers shouldn't have to hunt for it.
3. Effective Sales Copy. The words you use to describe your product and its benefits are the key to the success of your business. Remember, your sales copy is the only contact you'll have with the vast majority of your visitors.
4. A Clear "Call to Action". If you want people to buy your products or services, you have to tell them how to do it. Don't leave them guessing. You have to explain exactly what you want them to do, and you have to make it easy for them to do it.
If you want them to buy a product, present them with a call to action like this:
"CLICK HERE NOW to order your six-month supply of Product X."
5. Well-Chosen Images. Images can really help people visualise your products or services and their benefits. Be sure to include photos of every product you sell. Attractive product shots can really boost your sales.
If you have a lot of products for sale, use "thumbnails" that link to larger images. This will make your pages load more quickly. If you're selling electronically delivered products such as e-books or software, you may want to create simulated product shots to represent them. This makes your product more tangible to your visitors.
6. A Strong Opt-In Offer. In order to pursue a relationship with potential customers, you should collect their e-mail addresses by encouraging them to subscribe to a free newsletter or a free download. This will give you the chance to send them updates and information, develop relationships with them, and enable them to trust you enough to buy from you.
Your opt-in offer should be clearly linked to each page of your site or, if possible, actually included on each page. One less click means losing fewer potential subscribers.
7. Use Testimonials. The best way to establish credibility is to provide evidence that your product or service really works. And the best way to do that is to include testimonials from satisfied customers that explain how your product or service has helped improve their lives.
Be sure to include the names of your satisfied customers as well as where they live. You should also post a small picture of them beside their testimonials. This will personalise their messages, add credibility to their statements and demonstrate that they're real people who have enjoyed real benefits from your product.
For instant credibility, it's a good idea to have a few of your best testimonials featured right on your homepage. However, you should also have a separate testimonials page.
8. An "About Us" page. Include an "About Us" page that provides information about you, your staff and your business. Be sure to include pictures of yourself and your staff members.
9. An FAQ Page. It's a good idea to include a "Frequently Asked Questions" page on your site. This is where you'll list the questions most commonly asked by your customers and provide answers to them. It allows your visitors immediate access to the answers they need before they'll consider buying your product or service.
10. Your Contact Info. In order to close sales and establish your credibility, you have to provide full contact information on your site. This includes your mailing address as well as fax and phone numbers. Businesses that only post e-mail addresses on their sites come across as unprofessional and possibly even disreputable.
About the Author: Corey Rudl is a recognised Internet marketing expert the and author of Insider Secrets to Marketing Your Business on the Internet.
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