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"copywriting" category

Once they are on your website, what next?

3rd May 2013
Categories: copywriting, usability

OK, so you've worked hard at getting visitors to your website, and now they're coming in droves. The only slight problem is.. they're not buying anything. What do you do next?

First of all, let's talk about where they arrive.

The page a visitor first sees when they come to your website is called a landing page. If they've typed your domain name into a browser's address bar, they will normally come to your home page, so that, for those people, is the landing page. But you can create multiple landing pages for different purposes:

  • business card
  • email signature
  • online advert

Equally, the search term your visitor types in may lead them to one of your internal pages that closely matches that term - so any page on your website could be a landing page.

Ideally your landing page should be tailored to the needs of the visitor. If they've come looking for information about your house cleaning robot, for example, give them a quick reminder of the key facts and ask them to buy,  If they're looking for a competitor's widget, give them the comparison table and ask them to buy yours.  And so on.

Your customers are on a mission

What's next?  Typical visitors will have a purpose in visiting your website, so the fewer clicks from the landing page to the destination page the better.  If there can be a button on the landing page that adds the product to their basket and takes them to checkout, showing whatever discount they've earned, great. From that point, the fewer clicks to secure their purchase and thank them for it, the better.

A short path to the target page means not a lot of words on the way

While you want to satisfy curious visitors, investors, prospective employees, and search engines with a whole range of relevant and interesting content, once you've examined the optimum path from landing page to destination page, you'll see that you cannot squeeze all of your amazing copy onto those few short pages.  Blaise Pascal wrote "I didn't have time to write a short letter, so I've written a long one instead".  Why not take the time to make it short and snappy (without getting rid of your in-depth pages elsewhere)?

A word about "squeeze pages"

'Squeeze pages; is a horrible term; I don't know who invented it. Probably an American who had read a marketing book about how to invent categories so that you can be the best in them. What do they do? They combine a landing page and a destination page, and a lot of spammy "convincing" sales talk in between, and they tend to be very long. Well, guess what? They look like the web equivalent of the shopping channel. They're not for you.

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