This one post covers these critical topics:
- Using Industry Jargon
- Making your demos easier to access
- Third party validation (testimonials, reviews)
- User Testing
Remember my advice in my post on why bloggers should have a hire me tab to break down your services and include the prices? That goes double for business sites that sell products or services.
In the recent Software Advice survey,when asked, “What content to buyers find most useful when researching a product” pricing information was #1.
Buyers visiting your Web site want price above all else.
Software sites – especially enterprise software sites – almost never reveal the prices or even hint at who their target audience is. Analytics companies often make the same mistake. If what you sell is enterprise level only, it just makes sense to let small businesses and individuals know that so they aren’t wasting their time or yours.
“Most vendors hide their pricing behind a landing page or make you call to get a price quote. If pricing is the number one piece of information that potential buyers are looking for on your site, wouldn’t it make sense to, you know, put it on your site?”
“I want to know the cost of the software. This way I can quickly determine what software I should even investigate. For instance, I do not want to investigate a $3,000 piece of software if I am only wanting to spend $300.”
Since the enterprise folks can’t even define enterprise it is no wonder they can’t write clear copy. While that site tries to make anything businesses use ‘enterprise software’, the size of businesses they are actually targeting are usually Fortune 500 companies such as IBM, HP, EDS, major banks, etc. You get the picture. Their target audience is NOT a Mom and Pop shop or blogger.
Although this survey was done about buying software,
the results apply no matter what you sell.
It simply makes no sense to withhold the information that your buyers came to your site to research and most want to find. I encourage you to read the entire post because the advice they provide on how to structure a business Web site is excellent.
Understand and apply their tips
Your site will convert much better.
The Internet is PERFECT for giving every kind of person exactly what they want because you can offer only the highest level, concise information. The masses hate to read! (Unlike most of us bloggers.) See these stats:
- 58% of the US adult population never reads another book after high school
- 80% of US families did not buy or read a book last year.
- 70% of US adults have not been in a bookstore in the last five years.
What that means for Web designers is that the main pages should have very limited text on them and LINK to additional information. Doing that gives the masses who will not read the bare minimum and allows the people like me who want to know everything before they buy to easily find more detail.
AVOID COMMON COPYWRITING MISTAKES:
Few realize how many businesses ASSUME (and you know what that breaks down to) their potential customers use their industry jargon. BIG MISTAKE. Many of your potential buyers have no idea what your industry has named products or services. If you want to reach more people you have to include what THEY call what you do.
Definitely read the tips in that article on how NOT to write your product descriptions. Then go beyond that and ASK people who contact you what they actually searched on. Ask THEM what they think you do. Brainstorm keywords and research them.
Writing in corporate-speak instead of real information was my number one pet peeve when I worked for IBM. The copywriters responsible for what appears on many corporate sites should be ashamed of themselves for focusing on impressive sounding double-speak full of twenty dollar words that mean nothing. Perhaps they would be better off in politics.
What do YOU think? Do you have any tips that aren’t covered in that copywriting tips article?