Even when they’re found, web sites, like regular businesses, can fail if their service is poor. Barry Gibbons, former CEO of Burger King, wrote in This Indecision is Final “70 to 90 percent of decisions not to repeat a purchase of anything are not about the product or price. They are about some dimension of service.”
Based on a study of customers who defected from 14 major service and manufacturing businesses the Forum Corporation found:
– 15% of customers left for technical quality reasons
– 15% left because of price
– 20% left because of “too little contact and individual attention”
– 49% left because contact from the supplier’s personnel was “poor in quality.”
Today’s customers want piles of information, immediate/personal access to you, and ultimate control of decision-making. As a business, you must accommodate these wants by giving them choices, perceived control, and ownership of you. You must allow them to customize products/services to meet their specific needs.
You satisfy their desire for information by providing relevant, reliable information that they find useful.
Be the Leader in your Field
Customers want current information. You can help by keeping a frequent schedule of articles and press releases out. Your web pages should also show current copyright dates and the last date the page(s) were modified. Stagnation is sure death for a web site.
Avoid too much duplicate content. Customers lose interest with redundancy. Treat their time like yours – it’s short and valuable.
Good content emphasizes your keywords while still maintaining a “one-to-one” conversation tone. Your writing should express the benefits to them, and be written with the “you” perspective throughout. Some of the different emotions your writing might appeal to are: fear, greed, pride, lust, and envy.
Good content includes:
– Focus on the prospect and how your product or service solves his or her problem. Write to the reader’s own concerns, desires, needs, and problems. Address the strongest desires and problems of customers.
– Headlines must grab your attention and lead you into the text.
– Lead paragraphs must immediately follow-up on the idea expressed in the headline.
– Highlighting benefits instead of features, beginning with the most important.
– Answers why your customer should buy from you
– Specific, factual content – enough evidence to support your claim
– Offers a guarantee
– Urges the user to action. Studies have shown that just by asking for the sale increased sales
– Sets a deadline. Limited time offers motivate many to act now before it’s too late.
– Customers want sufficient product information. Jupiter Media Metrix reports that 59% of retail
shoppers wanted more product information before visiting a site more often (September 2001
– High-quality photos of products are critical.
High-ticket items take longer copy (more persuasive and longer pitches) to sell.
Your homepage should comprise 200-300 words, focusing on 2-3 of your most important keyword phrases.
Secondary (underlying) pages allow you to target keyword phrases other than those on your homepage.
A consistently growing site encourages more frequent crawling by search engines. More pages also allow:
– More potential for ranking other phrases.
– More entry points to your web site.
– More linking opportunities for others.
– Improved link popularity by properly coding internal navigation
– A growing site is also important in getting visitors to return frequently. Studies show that it takes between five and seven exposures on average for a prospect to consider buying.
Key Fact: Customers that you’re already selling to are your best sales target and hold the maximum potential for profit.
Marvin Pirila is a copywriter that joined Fishing Webmaster in 2006. Fishing Webmaster recognizes that Search Engine Optimization can bring traffic to your site, but that it sometimes takes more to close and convert customers into sales.