Of course, web traffic is only the first step. Once someone lands on your site, you need to quickly communicate you core message and invite them to take action.
Legendary copywriter John Carlton points out the 3 basic elements every good sales page should have. Simply this:
1) Here’s what I have for you
2) Here’s how it will help you
3) Here’s what I want you to do next
And these are answering the basic questions that the readers are asking (these from Mark Joyner)
What is he selling?
What’s in it for me?
How much does it cost?
Can I trust him?
Let’s break it down a bit.
Here’s what I have: Don’t be shy about this one. Let folks know exactly what you are offering and include the price. If you know your market well, and you should, then this will seem like a no brainer: “Well, of course I need that solution to my problem.”
Here’s what it will do for you. This addresses the radio station we all listen to at some level: WIIFM: What’s in it for me. You need to get to the bottom of this one and not mess around on the surface as most advertising and marketing does. What core and essential benefit is your customer wanting that you can help him or her achieve? Forget the nifty details and features, go straight to the heart of core benefits. Features can come later. Speak not as a salesman pushing anything but as a trusted advisor offering help, from your core to theirs.
Here’s what I want you to do next: This is interestingly the part that most fail to do: ask for the sale, or opt-in or whatever you want them to do next. They are often looking for a clear call to action and many sites and sales materials do not provide it. If you have done your homework and have a solution to a pressing problem, then they will be ready to take action. Ask in a clear and unapologetic tone: buy now, click here to join our list, or whatever action you want them to take.
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