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Creating Compelling Content
Website Visitors & What Takes Them Where You Want Them To Go?
by Tim Yandell (President of inetUSA)
by Tim Yandell (President of inetUSA)
This question is one that is asked of us every day and while there are many things that can help with this process, the #1 best, sure-fire, never-fail answer is & CONTENT!
Let's keep this simple but easily understood. Imagine that you have walked up to a newspaper or magazine rack. What do you see as you scan over the array of publications available? You see words, pictures and colors. Your attention might be grabbed initially by some screaming headline such as "90 YEAR OLD COUPLE HAS TWINS" or "I WAS THE LOVECHILD OF WOLVES".
You might actually be sucked into buying the tabloid newspaper with these headlines just to get the details of these amazing stories - only to be disappointed after you learn that the 90 year old couple was actually a fifty year old father and a forty year old mother (totaling 90 years old and not quite so remarkable) and that the Wolf's so-called lovechild was actually the daughter of Mr. and Mrs. James R. Wolf of Sheboygan, Wisconsin and is a happy, well- adjusted five year old. However, the point was that you got hooked in by the CONTENT and took the next step and spent your time and money to learn more.
A website is like that in some ways. When a user first visits your site, what do they see? Go look at your site and imagine you are a website surfer and this is the first time you have seen your website. Is it delivering your intended message immediately? Do you have some eye-grabbing text that makes your visitors want to read more? If not, changes are required.
Now, I am not recommending that you make up a headline such as "TWO-HEADED AIRLINE PILOT FINDS GOLD BURIED UNDER THE WASHINGTON MONUMENT" or one that promises that the "VITAL INFORMATION ON YOUR WEBSITE CAN CURE ALL KNOWN DISEASES, IMPROVE ALL ASPECTS OF LIFE AND MAKE WHATEVER BODY PARTS NEED TO BE BIGGER - ACTUALLY GROW BIGGER AND WHATEVER ONES NEED TO SHRINK - SHRINK TO CREATE THE BODY BEAUTIFUL". We'll leave that to the spammers of the world.
Indeed, what I am recommending is that your website delivers an impacting statement (or image) immediately upon arrival that tells the visitor something important that you wish to convey. Remember this old adage, "you only get one chance to make a first impression." On the Internet that is ever so important.
If your website delivers a message that is poorly written, misspelled, looks very amateurish or is just a "me too" version of a thousand other websites, you are missing the mark - BADLY!
You have an amazing tool at your disposal. The ability to create a website that delivers your message with high energy and solid impact to your visitors is online and awaiting your creative efforts. You can start by simply modifying the text of your home page. The editing tool really won't bite you and if you can find the keys on your keyboard, you can edit your web pages.
Whatever message you wish to deliver must be hammered hard right from the start. If you want to buy property in your hometown market and will do so quickly, you need to state that creatively. Here is a before and after example of what this means.
Before: I buy and sell houses in Chicago.
After: Do you have a house that you need to sell quickly? If so, this is your lucky day! I'm an immediate buyer, for top dollar properties throughout the Chicago area and I will buy your house TODAY! If you're interested in learning more about how I do this, just click HERE and I will explain it all to you.
Obviously, the content in the "after" text is more sales oriented, but what else has been conveyed in these three sentences? Here are the key points it delivers:
(1) It asks if the visitor has a house to sell. This is certainly critical if the purpose of your website it to buy houses. If the visitor is in that position and they mentally answer yes to that question, you are doing great and they will read on.The next sentence is the clincher. It delivers two strong messages, both of which are designed to motivate your visitor to take the next step - responding to your call for action.
(2) The "lucky day" comment offers positive affirmation that visiting your website is a good thing for a person with a house to sell. You've made them feel even better.
(3) The first point is that you move quickly - the word IMMEDIATE is both powerful and conveys action. This is driven home further at the end of this same sentence where you state that you can buy the visitor's house TODAY! Now, your visitor is hopefully both intrigued and likely very skeptical - wondering how anyone could say that they would buy a house so quickly.OK, now we move to the payoff punch. If they have read this far into your site, it's time to test the water with a very simple (but extremely critical) call for action
(4) The other point this sentence makes is TOP DOLLAR. Without overstating your mission, you have indicated that you are not an unscrupulous predator, out to steal houses from unsuspecting widows and to exploit the poor. You said TOP DOLLAR and indeed, your offer is likely to be the best offer they will ever get for their house, so say it with pride.
(5) You now have them where you want them. Ask them to respond positively. Even if all you are asking is for them to move their mouse and press a button, if they do so, you have achieved the first and MOST VITAL component of a sale, that very first YES!Asking the visitor to click on the link that takes them to MORE INFORMATION is asking them to take a step that indicates both interest and desire to learn more. If they say OK and take that set, the real fun begins.
Now it's up to you to actually explain it. You said you'd tell them ALL about it. So, the next page or pages is where you tell them exactly what you do, how you do it and why you are the best person they could ever find to help them deal with their real estate issues. Be factual - offer testimonials - make sure you spell everything correctly and use proper grammar. Read and re-read everything you write multiple times and ask others to read it as well. If they find areas that are unclear & clarify your message.
Above all, make sure you deliver each paragraph just like we have done in the example above. Be certain that the message each sentence and word on your website delivers has impact and continues to move the visitor to the objective you are seeking - whatever that objective may be.
Keep in mind that the Internet is a place to deliver your message in milliseconds. If you do it badly in the first few words, the next click that will happen (which unfortunately - or mercifully - you won't hear) is that of your visitor's mouse moving on to the next site where that website owner then has the same opportunity you just lost.
Go look at your website right now. If you don't like what you see and doing this yourself is simply not something you have the time, energy or desire to do, then give us a call and we'll discuss some alternative ways we can help you get where you need to be. We're here to help!
Tim Yandell
President, inetUSA
