Once upon a time, selling was so easy online and the user experience was almost non-existent. People landed on a site and bought what they saw. The Net was new. Still shiny. So was everything on it. Now, it’s all old news and buyers ignore the old ways of selling. You have to dazzle them with beautiful designs and an exquisite user experience.
You’re not just trying to catch their eye, you have to take their heart, too. And taking their heart means tapping into their emotions quickly and with as little copy as possible because big blocks of copy aren’t read anymore. They’re skimmed, which means users are tougher to connect with emotionally. What you’re doing is trying to enhancing their user experience so that they are more engaged! So how can you connect with your target audience emotionally?
Know your product inside and out. Don’t assume you know it. Talk to the people who use it. Get them to discuss what it’s done for them with you so you can get an outside perspective on it.
Know your client inside and out. Don’t assume they’re like you. They’re not. You may have some similarities, but you don’t have the same struggles, fears or dreams. You know that because you’re not going to pay for your service or a service like yours. But they do.
Use the words your clients use. Don’t use industry jargon. If your users say to you, “I LOVE that I don’t have to think about my dinner menu anymore?” in response to your dinner menu subscription service. Use those words. Don’t use: Make menu planning obsolete. See how that works? Remember, you are working on their user experience.
Keep your content brief. In most cases, short copy is sufficient. Long copy has it’s place, though. If you’ve got a high-dollar product, you’ll need to explain a lot on that landing page to convince them to buy. So keep your long copy where you need it most, on your sales pages. And keep your copy short on your Home page, your About, and your Product/Services pages.
Keep your site simple. If you have too much at going on your site, you’ll lose them before they try to read through your copy. You need only the basics, in most cases: Home, About, Products/Services, Contact. Freelancers may want to add a Portfolio. Or if you have a special product that deserves it’s own page, do that. Try to nest what makes sense to nest in your menu.
Bonus one here. Keep well formatted spreadsheet records of everything and back it all up. The last thing you want to do is annoy the customer once you have them carefully in your sales funnel. Spreadsheet errors have led to very costly business mistakes, so use them wisely.
Selling isn’t about throwing up a site and yapping your way to success, it’s about creating a unique and exciting user experience that makes people want to be there. Design, layout and copy all work together to create that experience. Use them wisely.