Website Writing That Increases Business Profits with Less Advertising
Posted on Fri, 30 May 2014 by Scott Brisbane
Many businesses invest all their marketing budget into online advertising and attracting visitors to their website. You have to invest money to make money, right?
Yet, these same business often overlook something that can save them thousands in online advertising and and/or increase their current online customers several times over.
Effective Website Sales Copy
As you might have guessed from the heading, the one aspect many businesses overlook is the written text on their website—writing that persuades or influences visitors to take action.
This writing profession is commonly known as copywriting. While writing is perhaps one of the most ignored ignored, professional copywriters are paid thousands, hundreds of thousands and even millions of dollars for a reason! Just Google it if you don't believe me.
I’m not talking about outsourcing to well-intended writers in India or the Philippines for a mere $5. What I am talking about are professional and well-respected copywriters who are highly experienced in writing persuasive sales and marketing text.
The goal of copywriting is to essentially get the reader to act upon a call-to-action. There are some of us more trained and equipped to connect with and persuade readers. This is the magical art of the professional copywriter.
Good Design + Good Copy
What is of highest importance with your business website is getting a prospect to request a quote, make a purchase or the bare minimum of making an enquiry. Once you know who they are your sales team can always follow up further.
I previously wrote an article about the importance of a conversion-optimised website design—design elements to increase the number of online leads and customers.
Good copywriting is equally important and an essential element of what we try to do.
A website is not completely optimised to capture the most leads and customers until it is conversion-optimised in both design and content.
Good website design + good copywriting = a powerful business asset that will work on auto-pilot to create leads and sales out of prospects.
Less Advertising Costs, More Customers?
You might still be wondering how exactly optimising the text on your website can reduce your advertising costs and increase profits? Consider the following example which is like a common occurrence for businesses I’ve helped. Figures are based on conservative realistic numbers.
A business may pay on average about $3 per visit from their AdWords campaign. Their website is poorly designed, has poorly written text and does seem to convert 1% of visits into sales leads. So on average this business spends $300 in AdWords per sales lead.
Within a few months they decide to terminate their AdWords campaign as it is just not working. Yet, they don’t give up. They dust themselves off and approach a professional business who are clued into optimising websites for online enquiries and sales.
After launching the new website it now captures 5% of visitors. Now instead of spending $300 per sales lead, the business is spending $60. If you consider the lifetime value of a customer, or you sell a high-value product or service then this amount seems most reasonable.
The crucial point to understand is that the better optimised your website is to capture sales leads and customers, the better value you will get from your advertising. This value translates into more sales and higher profits for less expenditure.
Who wouldn’t want to pay less to receive more? Don’t ignore the power of the pen!