There's no point spending hours labouring over your web content only to find that no-one's reading it. Before you start your copy writing, take some time to research how people read on the internet, what content is most useful to them, and how the content you write can drive them to your site in the first place.
Creative Content
Here's the thing: People won't read your site in the same way they'd read a book. Don't waste your time writing reams of text - internet readers scan for things that interest them, and they switch off if they can't find it. It's best to keep your text short and relevant, and to split it up using appropriate subheadings, boxed text and coloured text. If you're including links in your text, use active words to attract attention, such as buy this now! or learn more here. Put real effort into your headlines, as research shows that the headline is often what convinces people to stay on your site. In addition, if you have graphics on your home page, the headlines will load first, so users will scan them whilst waiting for the rest of the page to download. If nothing matches what they're looking for, they'll hit the back button before your graphics have finished loading.
Site Organisation
A badly thought-out site will put people off buying your product. If you're asking customers to order and pay online, you need to have a website that inspires confidence and trust in your company and its products.
- Maintain the "standard" website layout, so that users aren't confused by your site.
- Put your logo and a contact link on every page. If users email queries, make sure you respond.
- Have your address and telephone number details easily available so that customers are reassured of your legitimacy.
- Make it easy for the user to view the product pictures and information. Include a button where they can add the item to a list or buy straightaway.
- Make it clear when the user is about to commit to buying a product. Ensure there is a way for them to leave the purchase screen if they decide not to buy.
- Make clear your security arrangements for online payments.
- Use an autobot to send an email response after purchase, including contact details so that users know their order has been received.
These are the things that users will expect from your website design if they are buying online from you. If you can't provide this, they will feel less secure about your site, and are less likely to buy from you. In this context, web usability is key to making your sales.
Talk to The Web Marketing Group about Website Design - click here or call 0845 555 5040
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