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Why aren’t you getting conversions? (a.k.a ROI)
- By Anne Moss Rogers
- Published 04/10/2008
- Getting Traffic
- Unrated
Anne Moss Rogers
I've been writing targeted copy for over 2 decades across all media. For the last 17 years, I've been a copywriter as well as a branding and marketing consultant. Articles I write are usually based on something scientific like my latest whim. Sports Med Website , AnneMoss.com and Webprepro Blog
View all articles by Anne Moss Rogers
You're not just building a website. You're building a brand. So building your website is not all about the tools you use to get it done. There are plenty of these that don’t require you to be a programming engineer. But what is difficult is “branding” your product and website so that you build it as a sales and marketing tool to build market share. It’s the ethereal part that’s not as easily learned. And quite frankly some have the knack for it and others don’t.
So while you may get visitors who land on your page because it’s packed with keywords, it’s unlikely you can keep them there with flimsy articles with no relevant content. If you’ve been wondering why you’re getting visitors but no conversions, this is most likely the reason.
The content that gets them there isn’t always the content that inspires them to take action.
This is the balance that people find hard to achieve. How to pack it with the keyword density to get good indexing, but make it engaging enough to inspire someone to buy something, click something or they pick up the phone and call you. And unfortunately, it’s even harder to find people who know how to balance the two.
Step out of your shoes and stand in theirs.
The trick is looking at in from another point of view. And not taking the “put out fires” approach but actually putting ideas on paper and considering
things more carefully from a strategic standpoint.
So once you have an idea of how you might want to position your product, for example positioning your alarm system to women whose husbands travel frequently, you can start to focus on what is important to this market.
So, step one is your position. Step two is jotting down what’s important to this audience.
Once you write these ideas down, you can isolate which ones are the most important. Now take that idea and put down a single sentence that identifies how you might present your product as a solution or a benefit considering what’s important to this market.
And don’t’ always take the obvious approach. In other words, if you consider the alarm system, most people would think that showing a burglar would be the way to go. But it’s too overused and too generic. The idea is to stand out. Even if your product is not unique, your position can be. Others may offer this benefit or not, but if you’re the first to hang your hat on it, you’ll be the one that is known for it. You get a foothold in the market. Make it tough for any one to uproot you by sticking to it and making it consistent.
There’s a lot more to it, but this will motivate you to focus on what you need to do.
Building a brand is no piece of cake. But wrapping your brain around the basic idea of building a brand instead of building a website will help you build a website the way it should be built. And help you reap the rewards that result from your effort.
So while you may get visitors who land on your page because it’s packed with keywords, it’s unlikely you can keep them there with flimsy articles with no relevant content. If you’ve been wondering why you’re getting visitors but no conversions, this is most likely the reason.
The content that gets them there isn’t always the content that inspires them to take action.
This is the balance that people find hard to achieve. How to pack it with the keyword density to get good indexing, but make it engaging enough to inspire someone to buy something, click something or they pick up the phone and call you. And unfortunately, it’s even harder to find people who know how to balance the two.
Step out of your shoes and stand in theirs.
The trick is looking at in from another point of view. And not taking the “put out fires” approach but actually putting ideas on paper and considering
So once you have an idea of how you might want to position your product, for example positioning your alarm system to women whose husbands travel frequently, you can start to focus on what is important to this market.
So, step one is your position. Step two is jotting down what’s important to this audience.
Once you write these ideas down, you can isolate which ones are the most important. Now take that idea and put down a single sentence that identifies how you might present your product as a solution or a benefit considering what’s important to this market.
And don’t’ always take the obvious approach. In other words, if you consider the alarm system, most people would think that showing a burglar would be the way to go. But it’s too overused and too generic. The idea is to stand out. Even if your product is not unique, your position can be. Others may offer this benefit or not, but if you’re the first to hang your hat on it, you’ll be the one that is known for it. You get a foothold in the market. Make it tough for any one to uproot you by sticking to it and making it consistent.
There’s a lot more to it, but this will motivate you to focus on what you need to do.
Building a brand is no piece of cake. But wrapping your brain around the basic idea of building a brand instead of building a website will help you build a website the way it should be built. And help you reap the rewards that result from your effort.