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Your Website is Costing You Business Without these Three Essential Features

Posted by admin on March 25, 2014

     There is a quick and simple way to tell whether you are maximizing how effective your website is at capturing all of the attention it possibly can. Since the majority of websites, even successful ones run by big companies, make these mistakes it is worth spending just a few seconds of your day to test your website. 

     After you learn this fact you will be surprised at how many businesses are not capitalizing on their whole audience. 

     The number of businesses missing out on these key marketing features is so staggeringly high that you can't afford to be among them. Updating your website to include these three features is guaranteed to bring you more business and distinguish you from the competition.  

Copywriting for Websites 

     To make your website generate leads, motivate potential customers, and be successful you need strong headlines. After landing on your website users' attention needs to be captured immediately so it is hard for them to click away. Headlines are your way of ensuring people stay on your website and assess what it is that you are offering and whether it is right for them. 

     Studies show that 80% of readers don't make it past the headline even if it is well crafted and engaging. For every 10 people who read the headline only two will move on to the body copy and reach the call to action, so the motivation needs to be clear and enticing. 

     Here are a few types of title headlines which resonate strongly with readers: 

  • Standard Headline: Generating More Leads Online.

  • Posing a Question: What Can I do to Generate More Leads Online?

  • Explain a Solution: How to Generate More Leads Online.

  • Introduce a List: 10 Ways to Generate More Leads Online. 

     According to Upworthy.com, the traffic past the landing page on a website varies by approximately 500% depending on the headline. The reason is that good headlines lead the reader to a strong call to action, another element of copy which most small-business websites are missing.

Successful Calls to Action 

     If you don't have calls to action you are loosing the majority of your potential audience. 

     Without a strong call to action – a phrase motivating the reader to perform a desired action such as make a purchase, find out more, or subscribe - the chance of getting the target audience to do what you want is only a small fraction of that 20% of readers who made it past the headlines, provided your website already has those. 

     Without headlines and calls to action you are only getting about 5% of the potential business. It's hard to argue with those figures. So why do most websites, especially those owned by small business owners, not have calls to action or headlines? Simply put, most people are not educated about the importance of copywriting when it comes to the internet, or in general for that matter. 

Taglines 

     Taglines, sometimes called slogans, are a fundamental component to any engaging website, creating company identity and leaving the reader with something to remember, sort of like a company jingle getting stuck in your head. Some notable examples include, “SC Johnson, A Family Company,” and Nike's, “Just Do It.” 

     Taglines create first impressions and give the reader an immediate idea of what the company does and what the benefit is to the consumer, building brand awareness. Although it can take years to truly engage consumers with a tagline, a good tagline is one of the cheapest ways to advertise in the long term and should be the first step of any marketing campaign, on or offline. However, a good tagline can get stale if the phrase or slang used goes out of style. 

company_logo.png

Microsoft has updated its logo several times over its lifespan in an effort to stay fresh

     Each website, and indeed each page on a company website, needs to have the company's logo and tagline. The more times a visitor sees the tagline and logo the more so called 'impressions' you have made.  Without making an impression on a prospect you have no hope of making a sale.  

     No matter how many impressions a tagline makes it needs to be consistent with the logo to truly capture attention, stay in the minds of viewers, and build customer loyalty. Ideally a copywriter should work together with a designer, because the combination of these visual elements can be more important than having a flashy homepage. 

     Coming up with a catchy tagline is tough and requires hours or research, creative thinking, and professional design work. Your company's identity is the last thing you want to skimp on. Take Nike's motivational slogan, a variation of serial killer Gary Gilmore's last words before his execution in 1977: “Let's do it.” Who would have thought that a such a morbid tale would turn into one of the best known slogans in modern advertising? 

Three steps to successful web copy 

      Hire a copywriter and designer. The advertising industry is equal parts visual and cognitive. Prospects need to conceptualize the benefit of what you offer through words and images. Using language effectively is not easy, especially when your livelihood is at stake. 

     One of the most famous pieces of copy ever written, David Ogilvy's Rolls Royce ad, took two weeks of extensive research and ended up being less than half a page of a magazine ad. It takes experience to tell whether copy will be successful before it is published. 

Web_copywriting.jpg

Copy on your website needs to hook visitors - readers need an incentive and a way to act on their motivation

     The cost of creating a truly captivating tagline and logo combination is the same for a large company and a small company. Most small business owners have lower quality products not because they can't afford it but because they decide to do it themselves. Quality suffers as a result. 

     The same rules apply to all aspects of copywriting for websites or otherwise. The reason big companies have better copy is they are willing to pay for it. As a result they have more sales. Although prices vary a logo and tagline can cost the small business owner anywhere from $500 - $2,500 depending on who handles the project. Although it seems like a sizable investment, a good logo can generate considerable profits and even save you money in the long run. 

     Some successful iconic logos, such as the logos for Nike and Twitter, cost only $35. However, price is never an indication of how successful a logo or tagline will be. Google is one of the most well-known companies around even though they paid nothing for their logo, which they did themselves. 

     Here is a checklist to sum up the website requirements in terms of copywriting: 

  • First, you show the benefit with the headline.

  • Next, you show people how to find out more by including a powerful call to action.

  • Finally, you need a tagline to keep the message in your visitors' mind, serving as a reminder or something to keep the memory of the experience with them. 

     There are benefits to having proper copy on your website aside from engaging readers already on your page. Web copy – especially headlines – is picked up by search engines and in large part determines your ranking on Google Search. The more relevant your headlines are to your users searches the higher you will show up in organic rankings.

     Online tools such as Google Adwords and keyword density calculators can help you find out what people are searching in your industry, but remember that stuffing in keywords will not engage viewers on the actual page. There is a fine balance between picking the right keywords and crafting a compelling message, which is one of the reasons copywriting for websites poses such a challenge. 

     All elements of copy combine into a lead-generating, successful website. Great headlines don't go far without calls to action, and each component has to have a common element. Some refer to it as poetry while other call it theme or consistency, but one thing is clear: copywriting leads to results, guaranteed.

 

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