Do you remember how bad websites were in the 90s?
Here’s what some of the best tech companies in the world thought looked good at one point:
How far we’ve come!
The big secret that most people don’t know, however, is that it’s not just the graphic design that’s changed.
The big players in online sales have tested and improved their sites for decades. Over the years (and especially in recent years) these sites have developed the science of online sales.
Online Sales is a Science
One of the most amazing things about the internet is that you can TRACK EVERYTHING.
Amazon and other online retailers revolutionized websites because they conducted hundreds of thousands of tests (called split tests) to discover exactly what a website needs to do to earn a sale.
These split tests have been a complete game changer.
Online markers have built upon the lessons from these tests and refined their strategies over the years. The result being:
Websites Today Are Marketing Machine Guns
You ever wonder what it’d be like to fight in the revolutionary war but you had a machine gun and everybody else had those old school muskets?
That’s basically what some online retailers are up against when they compete with companies like Amazon.
Certain sites (like Amazon) have been scrutinized so closely that every single word, image, color, and button is there because it causes the company to get more sales.
These sites use proven psychological studies on persuasion and influence to further boost their effectiveness.
Now the logical question is:
Can You Benefit From This?
And the simple answer, is YES! Absolutely!
The techniques developed by online marketers for online sales works just as well for companies selling offline. The reason is because each of these techniques is BASED ON PROVEN PSYCHOLOGICAL TENDENCIES.
They’re tendencies that work on (almost) all of us.
Without diving too deeply into all of the insights right now, I want to share with you a few things that have been proven to work over the years.
The Five Critical Elements of a Website That Sells
#1 Customer Oriented Copywriting
People don’t care about what you do, they care about what you can do for them. The first step for a website that sells is to make sure it talks like a salesman.
This doesn’t mean your website should be pushy or salesy like a used car salesman. It simply means your website should speak about customer benefits rather than product features.
#2 Headline that Grabs Attention
The internet is a highly competitive place and you only have 3 seconds (damn!) to grab people’s attention.
Newspapers have known for hundreds of years that the best way to grab people’s attention is a strong headline. The right headline will literally stop someone in their tracks and get them to pull out their wallet.
You can use this same principle will a strong headline. To make it turn even more heads, make sure you speak about your unique selling proposition (what makes you different).
According to a Neilson study conducted last year, consumers trust 68% of opinions posted online.
It really is astounding because, in essence, you can simulate word of mouth advertising by using testimonials on your website. And as we all know, referrals are the best source of new business.
#4 Calls to Action
One of the biggest fails with those brochure websites is they have a bad “take-it-or-leave-it” attitude.
Lets face it, websites can be complicated. So there’s nothing wrong with pointing people in the right direction.
On your site, maybe you want to point them towards downloading a case study or giving you a call to get a free estimate.
#5 Lead Magnet
Imagine you had the superpower of being able to instantly connect with thousands of potential customers by clicking a button.
That’s what a large email list can do. Email addresses are power.
You want to collect as many as possible but those old tactics “sign up for my newsletter” don’t work anymore.
Instead, you should offer them something valuable in exchange for an email address. That’s what we call a lead magnet.
What lead magnet would work for your business?
I’m not sure, but send me and email and I’ll throw you some good ideas = )
Why You Need to Act Now
The best news about all of this, is that
Most Manufacturing and Consumer Service Businesses Don’t Use These Techniques
For better or worse, these industries tend to be slow in adopting new technology.
This means that you – reading this – are in a really unique position to harness the power of the internet to gain market share.
So don’t sit around and wait for this all to become common place.
Learn more and take some action!