A website for every business, a purpose for every website

It goes without saying that these days it is a necessity to have an online presence. 

However, simply being present isn’t enough. Your website is a tool, and as with all the tools you employ for your business, it is important that it is doing the job it was designed to do. After all, a hammer that doesn’t drive a nail is worthless. So too is a website that doesn’t convert prospects.

The first step in making your website work for you is knowing what you want the site to do. 

What is the purpose of your website? Are you trying to sell a product right then and there? Are you trying to get subscribers so you can nurture the relationship for a sale down the road?

Whatever your goal, it is crucial that you design the website with that goal in mind. And more importantly, that you craft the copy to meet those objectives.

Once you are clear on what you want your prospects to do, it is time to create the customer journey that will get them there. 

How to go about doing this?

First, make every page drive the customer journey forward, a sharply crafted episode of a premium cable drama, so that when they reach the finale, they are emotionally exactly where you want it to be. 

It can look like this; A homepage that introduces you or your business and entices them to learn more. Followed by an emotionally engaging About page to foster a relationship that will make them feel invested in your success. Finally, give them a Product/Service Page that paints a picture of what life could be like if only they had your product or service.  

Make sure, along this journey, to tell them at the end of each page exactly what step they should take next. Be clear, and direct. They will move along the path you’ve created for them, and when they reach the final stage, they will want to culminate the experience by delivering the final piece to the story you have given them.

Put your prospects in the mindset to take the action you desire them to take. If you do this well, you will see the effectiveness of your website sky-rocket. But, without that end result, your website just isn’t doing its job.

How’s your website doing? Were there any tips here that you are excited to implement? I’d love to hear your thoughts. Please drop a comment below.

And, if you need help creating the customer journey that will lead to conversion, drop me a line, I’m here to help.

#copywriting #websitecopy #conversion