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WEBSITE CONTENT

10 Secrets of Sales-Driven Websites
By: Jason O'Connor
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    2005-06-03

    Table of Contents:
  • 10 Secrets of Sales-Driven Websites
  • So one secret...
  • Tell your site...
  • Nurture existing website...

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    10 Secrets of Sales-Driven Websites - So one secret...


    (Page 2 of 4 )

    So one secret of a website that generates sales is that the writing on the site describes specific benefits the site visitor will enjoy if they buy the product or service. It is action-oriented, uses the words “you” and “yours”, and stays away from simply describing features.

    4. Include Calls to Action

    Asking your visitor to do something specific is a call to action. At the end of every site section or page, you need to include a call to action. It can be as simple as, “Click here to register”, “Contact Us Now” or “Go here to download your free Guide”. A sales-driven Web page will describe specific benefits to the visitor in its headlines, bullet points and short paragraphs, and then ask the visitor to take an action at the end. Don’t leave your potential customers hanging. Instead, compel them to do something that will bring them closer to buying.

    5. Learn from Brick & Mortar Retailers – Show Visitors Where To Go

    If you walk into any successful retail store and pay close attention, you’ll notice that there are actually paths already mapped out for you to follow. This is done on purpose by the store designers to maximize sales. They lead you down paths that they know will increase your chances of buying. They put things in your way that tempt you to buy.

    You too should create specific paths in your website that will take full advantage of your sales and marketing efforts. If you have a particular page in your site that acts as your sales page, be sure to make the link to it prominent on your homepage, and every page for that matter. This sales page ought to have a call to action at the end of it that points to your shopping cart or sign-up page. Don’t let your site visitors wander your site. Set up the navigation in a deliberate way to generate more sales.

    A good example of retail stores coaxing more sales out if its customers is all the small-ticket items they sell at the checkout counter. These impulse items are specifically there to attempt to get a couple of extra dollars out of each customer who is waiting in line. How can this translate into your website? At the virtual checkout in your site, add other, less expensive, complimentary items that they can click to add to their cart right there.

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