One of the primary jobs of a business website is to convert visitors into customers. If you want to sell more, then learning the seven steps to selling more with a business website is absolutely critical for your brand.
In order to get the most out of a business website, avoid common mistakes many people make online. Also, learn as much as you can about e-commerce copywriting. According to Kissmetrics, “properly written e-commerce copy can make a HUGE difference on your website. It’s not uncommon to see proper copywriting increase search traffic by 50% and conversion rates by 30%.”
1. Pay attention to formatting
A business website should use a combination of bullets and paragraphs to highlight key product details. Since 79% of people scan pages instead of reading every word, your website must be formatted to be easy to scan.
2. Use crisp and clear copywriting
Avoid long sentences. Avoid clichés and jargon. Speak simply. Use easy to understand words to make sure you get your point across. Write in active voice. Active voice is when the subject performs the action of the verb.
3. Avoid copywriting mistakes
Don’t exaggerate. People are turned off to exaggerated claims and hyperbole. Maintain a consistent tone throughout your website. Don’t forget to include descriptions on your product pages. Don’t defy convention. Web users are used to seeing an About page, a Contact page, etc. Use these familiar names to make your website easy to navigate.
4. Establish trust
Avoid grammar and spelling mistakes since these will take away from your credibility. Be clear about what your customers need to do and explain your checkout process in detail. This keeps your customers from being surprised at the end of the transaction. A Forrester study found that 20% of people had abandoned a purchase because shipping costs were unclear. Other ways to build trust with your website visitors include:
If you use a SSL certificate to secure your transactions, tell people.
Are you a PayPal verified merchant? Let your visitors know.
If you have a positive ranking with the Better Business Bureau, let people know.
Feature your return policy and/or guarantee prominently.
Use customer testimonials.
Make your contact information easy to find and include your phone number and e-mail addresses on every page, as well as fields for visitors to submit questions or live chat.
5. Go above and beyond the basics
Many ecommerce websites fail to include robust product descriptions, relying on the images to educate the customer. Include informative and clear product descriptions and creative copy to engage customers.
6. Outrank the competition
Integrate SEO with your website structure. A business website should have category, product, and brand pages with distinct text on each. Make certain any affiliates you’re working with use original copy so you can both rank for different keyword combinations.
Just because you’ve mastered the first six steps doesn’t mean you can relax. You should be making constant improvements to your business website. Are there improvements you can make to your copy? What about your on page SEO? By tracking everything and testing different changes, you should be able to improve your conversion rate and make more sales. According to Entrepreneur magazine, “sites that move visitors along at the their own pace, with the ability to deliver customized landing pages and content, and to answer questions promptly, tend to do best with conversions.”
No matter what type of online business you are operating, following these seven steps will improve your chances of selling more with your business website. Copywriting, website design and usability are all vital to your success.
Are you following any of these 7 steps now? Leave your questions, comments, or share your experiences below.