Forgive me while I harp on about the creatives again, for a moment...
on’t get me wrong, they’re important people and I have nothing against them or their profession. But they have absolutely no business being at the helm of your business' digital marketing, with control of your wallet.
A creative will tell you that this image should be this big, and needs to go there, because it looks good, NOT because it will bring you more customers. Creatives have an eye for what looks good, what’s in fashion and what’s pleasing to the eye, NOT what makes your phone ring, makes people come into your store or puts dollars through your till. For that they haven’t a care in the world.
Your website isn’t a fashion item, an art show or a vanity piece in a contest for who’s got the best looking site in your industry. It’s a conversion tool, a vehicle for converting traffic into customers.
Remember the formula I told you?
Traffic X Conversion = Sales
Well, your website is the thing that does the “conversion” part of the formula. Without conversion, you just have a bunch of useless traffic and a hole in your bank account.
One of the greatest advertising men of all time is David Ogilvy. Ogilvy said:
“In business it is useless to be a creative, original thinker unless you can also sell what you create”.
And he was right!
Your website isn’t a brochure. It’s a mini-salesperson talking to somebody and influencing them to take action (i.e. buy from you). This salesperson uses written words on a digital page.
When it comes to converting traffic into customers WORDS ARE YOUR SECRET WEAPON.
Think about it: when you’re in the market to buy a particular product, and you start checking out the different websites of suppliers, you’re hungry to learn. Hungry to see if what they’ve got solves your problem, takes away your pain, gives you the life you want and has been proven to do it for others. That’s what a website should do!
A website should get people's attention, show them that what you’ve got can help them in their situation and get them the life that they want.
And how does your website do that you might ask? It does it with words.
Your absolute best sales pitch for your product should be the words written on your website.
When I studied 200 successful businesses, all of their websites had words that got people's attention, engaged them, handled their objections and then convinced them to buy. Just like a salesperson, except using the written word on a website.
So, who wrote the words on these successful business websites?
Well, it wasn’t designers or some “web design shop” full of hipsters on Mac computers. It was either the business owner or one of their best salespeople. Somebody that knows your customer and the conversation going on inside his or her head. Somebody that knows why people buy your stuff, how to prove you’re better than the competition, handle objections and get them over the line.
It makes me cringe whenever I see somebody remove words that help make a sale in order to fit in a nice looking image. That action is taken by somebody who cares more for how a thing looks and not for how much money will go through your till.
Your website is not a brochure or a vanity piece —its a salesperson working for you!