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How many salespeople would you expect to make a sale by just blandly stating the facts? Exactly!

So when it comes to selling on a website why do most companies ditch their personality, their ideals, and their sales patter and hope for the best?

As ecommerce starts to come of age, your website is just one of many hopefuls fighting for its share of online booty. And the upshot of that is - the more sites like yours there are the less loyalty you can expect.

However there are a few things you can do to make sure that your site stands out from the crowd and keep your customers returning again and again. What’s more, all it need cost is a little imagination.

Make your company sound different
Could the writing on your site only belong to your company? If not then your communications are only working at half strength.

Think of Innocent smoothies. Everything about them has been crafted to appear innocent – especially the language.

Now think about your company. What makes you different? Is it your character? Is it the sheer simplicity of your service? Do you have your own guiding commandments?

Find your online selling persona, sprinkle it liberally throughout your site, and give people a reason to engage. As the old saying goes, ‘marketing copy is salesmanship in print.’

Turn up the heat
Get that warmth going. The Web’s no place for formal writing. The more your customers feel that you’re talking with them – and not to them – the better.Get chatty. Get funny. Get friendly. No one can read your body signals on the Web so your words need to work much harder.

Think benefits first – features second
Nobody buys a product for its features. They buy a product because of the benefit of those features. Ask yourself how you can bring those benefits alive in your own unique style.

And don’t forget your CRABS
Reading a computer monitor is tiring for eyes. That’s why people read about 25% slower on screen. If you’re called upon to add some well chosen words of your own to a web site think CRABS.

Chunky – paragraphs of about six lines are recommended
Relevant – get right to the point – don’t ramble
Accurate – if it isn’t, you’ll lose credibility big time
Brief – keep it short
Scannable – break it up with subhead lines so people can scan it for something they’re really interested in

If you want help in giving your site the gift of the grab then send us an email or call on 0870 41 777 41