Build a Solid Web Site Sales Process
|First Things First
By Derek Gehl
So you've got your site up. NOW what should you focus on?
People always say to me, "Derek, there's so many things I need to do to my website... I don't know where to start!
What should I do first?"
I agree -- the list seems ENDLESS!
You need to drive traffic... grow your opt-in list... make sales... work on your SEO...set up and monitor your pay-per-click account...
You have to step back for a minute and realize it's just NOT POSSIBLE to do everything at once!
So once you've built your website, here's the FIRST THING
you should do:
Make your sales process airtight!
There's no point spending a ton of cash on pay-per-click ads or time on website opimization to drive targeted traffic to your site if none of those visitors buy anything.
Here are the top 3 ways to make your site a sales machine
-- BEFORE you spend a bundle on attracting visitors.
1: Get your salescopy in shape
You've got under five seconds to convince people to stay on your site... so your headline has to grab them by the eyeballs and compel them to read on!
The best headlines tell visitors they have found exactly what they're searching for, and intrigue them enough to keep reading.
But don't let your readers slip through your fingers once you've grabbed their attention with a hot headline.
Salescopy is the most important part of your website -- because it turns visitors into customers!
Mmake sure it guides people smoothly through a streamlined process that:
At the end, give people a clear call to action that motivates them by re-stating the biggest benefit they'll get from buying now.
- Identifies with their problem and builds your credibility
- Engages them -- and explains why you can help
- Tells them how they'll benefit from your product
- Overcomes any objections they may have
- Compels them to take action -- and tells them what to do...BUY!
Instead of saying, "Click here to buy now!" go for something like, "Click here for instant access and start changing your life for the better in the next 30 minutes!"
So funnel your readers through a tight sales process -- and don't give them a reason to click away. If you do, they probably won't come back!
2: Collect testimonials
What's more trustworthy than a personal recommendation?
A good testimonial can persuade even the most skeptical potential customer to buy from you!
Testimonials prove that your product really works -- it DOES do exactly what you promise. That's why you NEED testimonialswhen you're getting started and haven't built your reputation.
Here's how to gather quality testimonials and benefit from them immediately:
Make sure each testimonial has a first name, last name, and location to prove they're from real people.
- If you don't have any customers yet, give your product away to a group of people in your target market, in exchange for their feedback.
- If you have some positive feedback from customers,
ask permission to use their comments on your site.
- Don't be afraid to ask for testimonials! Invite customers to give you their vote of confidence with an email link that says: "Click here to tell us what you think!"
- Email your buyers after they've purchased your product to ask them how they're enjoying it.
Aim to get testimonials that are packed full of concrete benefits telling your customers exactly what they can expect to gain from buying your product.
Use them on your homepage, within your salescopy, on a special testimonial page, and on relevant product pages.
3: Make it easy to buy!
I'm always amazed how many sites make it difficult for you to buy from them!
According to market research from the Gartner Group, more than50% of web sales are LOST because visitors can't find what they're looking for!
Don't make that mistake.
And when people click to your sales page, make things easy for them!
- Name your navigation buttons clearly so it's obvious what people will find when they click on them.
- Keep your navigation simple and consistent throughout your site, so people don't have to click any more than necessary. Ideally, someone should be able to buy from you in two clicks at most.
- Use "Buy Now" buttons that link to your shopping cart or order page every time a product is shown-- especially if you have a catalog site.
- Provide a range of payment options -- PayPal is a great place to start because it gives you an easy way to accept credit cards -- an absolute MUST.
- On your order form, ask ONLY for the information you need. For example, if you sell an eBook, it's unlikely you'll need a home address. The less work people have to do on your order form, the more likely they are to buy.
- And here's an extra tip... don't underestimate the power of including a phone number people can call if they have any questions.
As you work on your sales process, use our monitoring and testing tips
to see which changes are most effective, so every element you add is an improvement.
If you DON'T test your site, you can be sure your visitors will be testing it anyway! So make sure there aren't any leaks in your sales process for them to find.
Build a solid sales process first
, and then prioritize more advanced business-building strategies.
Once you've got these three crucial parts of your sales process shipshape, you can drive targeted traffic to your site -- and ramp up your sales even more!
to visit my blog and tell me what you've done to improve your conversion rate.
3 money-making reasons to overhaul your FAQ today!
Hands up if you've given your FAQ page even a second thought since you originally wrote it -- which was probably waaaaay back when you launched your site.
Nah, didn't think so.
After all, your FAQ is of those "admin" pages that just sit there, quietly chugging along. Right?
Your FAQ page can actively attract traffic to your site, establish your credibility, and make sales for you. Not bad for a "functional" admin page!
1: Lure traffic to your site with your FAQ page!
Have you optimized your FAQ page with keywords yet?
Think about it. This is the perfect place.
You can use long-tail keyword questions about your product -- the questions people actually type in to the search engines when they have a problem that your item can solve. In fact, you can use those "problem statements" in both the questions AND the answers to make the search engines really sit up and take notice!
Your FAQ page is also a great place for product names and other specificsthat people search on when they're ready to buy.
And the more frequently you update your FAQ with your best-performing keywords, the more often the spiders will crawl all over it and boost your search rankings.
2: Make visitors trust you so they'll stick around to buy
Have you ever gone into a store, ready to part with your cash for a product you want... but you couldn't get a salesperson's attention so you decided to take your money elsewhere?
It's the same with visitors who come to your site and can't find any information that will help them with their buying decision.
When you run an online store you can't talk to all the people who stop by your site, but you can show them you understand that everyone has questions and that you can answer them all.
To do this, your FAQ needs to be comprehensive. Don't just slap out a few careless questions and answers. That makes you look as though you're uninterested in the concerns your customer might have... just like that bored salesperson who made you want to leave the store as fast as you could!
High-quality information in your FAQs will show your customers that you're helpful and knowledgeable as well. This is your chance to really sell how well you know your product, so add questions and answers that show off your specialized knowledge.
And it's easy to let your enthusiasm for your product show through with phrases like:
"We're really excited about..."
"I'm thrilled to say..."
"One of the best parts of my job is being able to give customers..."
"We take great pride in..."
And so on!
Take the time to explain your answers, like you would if you were talking to someone in person and visitors will think, "They seem to know about this stuff, so I trust their opinion."
3: Make more sales by overcoming common sticking points
Use your FAQ the way you'd use a salesletter. Show how your product out-performs the competition. Explain why your product would be a good deal at twice the price. Introduce a complementary product.
Ask your own questions -- the ones you WISH people would ask -- and then answer them in the same helpful, informative way you've answered all the others.
The trick is to make the questions sound as if they came from someone else.
NOT: "How superior is your model FQ154 mini-blender to the Waring model BX20?"
INSTEAD: "Why should I buy your mini-blender instead of the Waring one?"
In your answers, quote legitimate product reviews wherever possible. Show quantifiable results. And most important, explain the benefits of each feature you talk about.
And don't forget to include those keywords!
And of course...
A well written FAQ will also save you countless hours answering individual questions!
With so many benefits, isn't it time you took another look at your FAQ?
ABOUT THE AUTHOR: Internet marketing expert Derek Gehl specializes in teaching real people how to successfully start, build, and grow their own profitable online businesses on small budgets. To get instant access to the step-by-step strategies, tools, and resources he's used to grow just $25 into over $60 Million in online sales, visit:
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