Tuesday, January 09, 2007
3 Tips to Motivate Website Visitors to Action
When visitors come to our websites, we want them to act: subscribe to an ezine, sign up for a seminar or buy a product. But visitors tend to stay for just a short time and they’re almost always in a hurry. How do you motivate visitors to get into action? (1) Make the Call to Action simple, visible and easy to follow. Sounds obvious. But on some websites readers still get frustrated trying to sign up for a class or buy a product. They can’t find the form. Some websites don’t even tell the reader what they offer: classes, coaching, information products, or …? (2) Create urgency around purchase. Urgency often translates to time-sensitive offers. “Discount if you buy now.” “Only a few left.” These techniques work if you have a genuine limitation and your target market doesn’t wait for a crisis before buying. By way of analogy, few car owners will say, “Gee I just bought new tires but this special is so good I couldn’t resist.” That’s why these offers work better for information products than for consulting or coaching. Clients hire a consultant because they need help right away. Occasionally you might catch someone on the edge: “I know I’ll need this someday and the special offer was enough to push me to buy.” (3) Create urgency around your client’s pain. Most web site owners don’t want to create fear-based appeals. And nobody wants to sound sales-y and pushy. When you know your market really well, you’ll be able to create urgency by identifying the client’s pain precisely, signaling, “I know exactly what you’re going through.” And you promise solutions so “You don’t have to experience this pain any more. We have answers.” Finally, urgency requires honesty. Your call to action includes a genuine offer of a quality product. Your limitations are real: at the stroke of midnight, prices change. When you run out of product, you really have no more to give. And of course you really have the program and knowledge to help your client deal with pain realistically and effectively. You may use this article in your ezine or blog if you (a) make no changes, (b) notify me at cathy@makewritingpay.com, and (c) include the following resource box with live "clickable" links: Cathy Goodwin, Ph.D., helps service professionals increase the maketing potential of their websites so they can attract clients, increase sales and build a community of raving fans. Get the 7 Best-Kept Secrets of Client-Attracting Websites. http://www.copy-cat-copywriting.com/subscribe.html |
Labels: client attraction, internet marketing, website marketing
# posted by Cathy Goodwin @ 12:14 AM 
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What a great reminder. Keep things simple. This is the one I am working on this year more than any other :)
Jen
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Jen
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