Business Forum of Experts

Another great piece of information Daniel. What I can't believe is how many of these things I actually know ...but forget to do!
The first change I made was to ensure that all my headings are attention grabbing - I did this to some pages, but not all!
I have made the changes to http://www.mcei.org.au but the http://www.hbba.biz site still has to have those changes made.
Those participants doing the MMM Program, will find some great example of headings in the Forum (only available to thoe MMM participants) some are really great. You can find it in Module 3 about Writing.

And now you remind me of another problem daniel - where are my testimonials!
Back to the drawing board.

Just a comment to Tina on changing the name of the home page - we did that with MCEI and had a number of comments via the survey we did, that members didn't like it - no one could figure out where the home page was. So, it has changed back. I also had an interesting comment re the home page www.hbba.biz - we changed font colour once (for 4 headings) and added italic to empahsise one heading and we received a comment that there was too much going on with font and colour...could you make a comment on this please Daniel (we will be changing the home page later today for other reason)

If you keep this up Daniel - you will increase my workload substantially - BUT I am sure the results will be worth it.
Cheers
Barb

Hi Daniel - I love your job title "Linguistic Sales Stategist", a bit of a tongue twister...
Everything you have written in your forum posts is great and as a fellow copywriter, I agree with wholeheartedly. If you can't get visitors past the shop window (homepage), you're stuffed. Hence why the homepage is so important, both in terms of content and design. I once looked at a horrendous website that was a complete mess and it made me quite cross that whoever did the design and made the site live had the nerve to do so - maybe they shared the same bad taste as their client!
I do have a question - when someone has purchased their URL and is in the process of constructing their site, what copy do you suggest they put on their homepage whilst they get themselves organised, in case visitors stumble upon it?

Barbara, it's good to see that you're taking action! I think the headlines are a great start...
I hope the rest of the readers are fine-tuning their own websites as well.

Hello Ruth - great to see a new person joining in! You've asked a great question. You're obviously not satisfied by simply saying "this site is under construction" and that's good. In my experience, unless you have an extremely key-word rich domain name you won't get much traffic or visitors to your website in the beginning. However, I'd include a short description of your services with your USP (Unique Selling Proposition) + contact details in case people want to get in touch. Another option is to say that you're in the process of building a website for your copywriting business and would appreciate people's feedback on what they'd like to see there OR if they worked with copywriters in the past what their experience was - positive/negative. I'm focusing on copywriritng because you said that's what you do but it applies to any business.

I'm curious if anyone has other suggestions... if you do PLEASE share them with the rest of us.

D

WELCOME BACK!

Is your FAQ page up to scratch?

FAQ is the abbreviation for Frequently Asked Questions, and it answers the most common questions raised by your customers, prospects or website visitors about your business, products or service.

A successful FAQ page will save you time, money and hopefully help you close more sales without you having to get involved in the process. The purpose of this page is to provide the information people need to take the next step, without hassling you with unnecessary phone calls or emails.

Before you start working on the FAQ page you need to STOP and put yourself in your website visitor’s shoes… You first need to know WHY people visit this page. Usually they do so because they are half-sold on buying your product or using your service or at least they are keen to take action.

So, it’s important that you have the right conversation with that group of people and answer their questions succinctly, accurately and clearly. FAQ visitors want straight answers, in PLAIN English, and without fluff, hype or technical jargon. That’s why you should also use the active rather than the passive voice to avoid ambiguities.

Put your sales pitch to sleep

Don’t try using your “marketing talk” on this page… it will backfire, since the FAQ page is not a sales page. Stay focused, simply answer the question at hand. And if you can answer the question with a simple Yes/No answer, then do that. Be concise enough to offer the necessary information in the least amount of words and time. Your customers and prospects will like that.

Make it easy for people to find what they are looking for

Make it easy for people to find the right answer to their questions… you should try to group questions into appropriate categories that are easy to find and interpret.

Anticipate problems in advance

What if a question is not answered? At FastProfits.com.au you’ll find the following short sentence right under the list of FAQs that says: “Please contact us if your question is NOT listed above.” The words “contact us” are hyperlinked to my Contact Us page. That way if the visitor’s question isn’t answered on the FAQ page she can take the next step without feeling overly disappointed.

Not sure whether you’ve noticed but there is no apostrophe in FAQs.

Don’t forget to keep track of all the questions people ask you, note which questions are frequently repeated, and add those to your FAQs.

Most people never realise that the FAQ page is always a work in progress as it needs to stay accurate and up-to-date with your business or offering, so it needs to be updated often or as required.

Thanks!
Daniel Lizurek
Linguistic Sales Strategist

P.S. - When people perceive you as an expert they are more likely to buy from you... tomorrow I'll show you how you can claim that 'expert' status the EASY way. You definitely don't want to miss it!

Daniel - when I go to other sites I avoind the FAQ page because I can never, ever find what I want and can spend ages looking - so I just move away.
So - how do you make the information easy to find?
I have thought of alphabetically but it still seems confusing.
I can group them into categories e.g. membership, blog, forum - and I guess that is OK as long as there are not too many questions.
It seems to me that if you get more than 10 questions in a section, it then becomes a hassle.

Perhaps I am just too impatient.
Any suggestions?
Barb

You could try this tool Crazyegg.com (not cheap!) which shows you exactly what your web visitors are doing... it will show you the questions that get clicked on the most (hot questions). Simply put them on the top/first...

When your FAQ is packed with lots of questions then grouping them into appropriate categories makes sense. The important thing is to make it EASY for people to find the answers they're looking for quickly... how you present the information is really up to you ... you could do something creative... I'm sure you wouldn't have a problems with that, Barbara! You could also present the questions as a Mind Map...

D

Hello again!

Most people take the back seat when it comes to showcasing their knowledge, skills and expertise to others. Yet, your customers want to know what makes you unique in your ability to help them. And there is no better place to do that than on your website’s About Us page. But…

Writing an About Us page can be tricky. You need to strike the right balance between telling a good, captivating story and not boring your reader with unnecessary detail.

So, we need to start with the right presupposition here…

First, your About Us page is really About the Reader page. A typical reader wonders: “Should I spend money with this guy or gal? What can they do for me? Is this organisation sound, honest and decent?” That’s why…

Second, your About Us page should communicate Trust, Credibility and your Expertise quickly and succinctly. Don’t bore your reader with unnecessary detail - focus on the highlights. People want to have the assurance of knowing that you have the ability, knowledge, skills, expertise and experience needed to solve their problems quickly and efficiently.

So where do you start? Great question! Simply think through every step of the process that your clients and prospects go through when buying and/or using your product or service. Then decide what “details” or highlights would impress your readers the most. This can be a complex task, so let’s break it down…

Here are some questions and distinctions to help you craft an effective About Us page in no time:

1. Say how long you have been in business in your industry, and give a brief summary of the services or products your company provides. You should be able to explain in one paragraph what it is exactly that you do, what’s the purpose of your company and what makes it unique. What milestone have you accomplished since you have been in existence? Your About Us page needs to tell your clients WHO is behind the product or service they are buying. Simply state how each key player contributes to the integrity of your company. What are the highlights of each person’s qualities, experience and expertise? Be brief.

2. What are your qualifications? Here you could mention any of your organisation awards, accomplishments and certifications. If you had won the MCEI Award you need to frame it and hang it in your office. You should also mention it on your AU page. Next... What education, degrees and training have you received over the years? Also, list any professional designations and titles. What quality endorsements do you have? Do you have any relationship with authority figures your typical reader knows and respects? Have you written any papers, articles or books, or have other people written about you? Are you a member of any trade organisations, affiliations and civic groups? What have you been able to accomplish in your position? What targets have you reached? How many clients have you served? Why only you are uniquely qualified to offer the service or product you sell? If you are an expert on a specific topic, explain how your in-depth knowledge can help your clients solve their problems. Also, include some of your very best and specific testimonials to add even more credibility.

3. How are you DIFFERENT from your competitors? Your points of difference could be: price, availability, location, product, positioning, service, organisational structure, expertise, and anything else that makes doing business with you different, better and far more advantageous than your competitors. What resources and unique or proprietary tools do you use to produce a superior product or service?

4. If you have a unique philosophy or approach to satisfying your customer’s needs, you should briefly explain it on your About Us page. After all, it’s what makes you unique. How does your unique business philosophy help your clients achieve their goals quicker, faster and with less effort? You should believe passionately about your product, service, or your company. But you should fall in love with your client. Falling in love with your clients means taking responsibility for their well-being and putting their best interests ahead of your own. If that’s what you do, you need to tell people about it. Your prospects and clients can’t appreciate things they don’t know about you. So, tell them.

5. Your About Us page should connect with your web visitors. People want to connect with other people. People want to know that there is a real human behind that cold, wired “Internet thing.” So use a personal, conversational and friendly tone. Also use plain and simple words your typical client can easily understand and relate to. Should you use a photo for each person’s profile? Absolutely! Ideally each photo should communicate the person’s unique personality in action. Also, make sure the photos you use are of a decent size but don’t make them too big, otherwise they could become a bit overwhelming to the reader.

6. You need to anticipate where your customers will want to go next. You want people to be engaged and go deeper into your site, not click away. So, provide links to relevant information like your FAQ, contact us page, blog and any other support pages. Remember, your reader is a guest on your website. Showing them around is not only basic to good manners, it should also improve your reader’s visit duration and maximise your chances of building a solid relationship.

7. Remember to always keep contact and other relevant information current and accurate. Outdated or inaccurate information could hurt your credibility and bottom line.

In Summary… your About Us page should clearly and succinctly communicate your uniqueness, credibility and pre-eminence. Remember, you’re not unique to please yourself. You are unique to serve your clients the way no one else can. Your About Us page is ALL about the reader. So, even though you want to emphasize your accomplishments and brag a little, you always want to let the reader know how they benefit BECAUSE of what you know, can do and have accomplished. Never forget that.

Thanks!
Daniel Lizurek
Linguistic Sales Strategist

P.S. - I have really enjoyed sharing my insights and ideas with you on this forum. I hope you enjoy reading my posts as much as I do writing them. Tomorrow I have a surprise topic to share with you... Talk to you tomorrow!

Hi Daniel,

You cover some interesting items in your posts and they certainly get the thought processes moving.

I'm not sure that I totaly agree with you about selling "your expertise" to the prospective clients on the HP, I would be more inclined to try and show them that you have the product or service they are after and focus on that rather than confuse them with your list of avilable talents.

I agreed that you have less than 30sec to grab their attention and get them into your sales funnel and I'm am now trialing setting up a unique domain / landing page for each service / products.

I feel that website visitors are getting more experienced and are no longer diving deep into a website to find what they want as they used to, they are really only interested in what they are looking for and not how fancy your website is.

So I have decided to go with 1 product 1 page, (or even 1 product per domain) I'd love to get your thoughts on this approach.

Regards

Fred
Nitty Gritty Business

Hi Fred,

Thanks for your question. That's why you need to have an attention-grabbing headline that entices people to read the next paragraph ... and the next ... and the next ... until they feel compelled to take action/buy from you. I'm not sure about the 30sec (I wish they were this patient) ... I think it's more like (less than) 5 seconds. You certainly don't want to confuse people with a long list of your talents. You want to reassure your web visitors/customers/prospects that you are qualified - you have the knowledge and expertise - to solve their problem. If all you do is "brag" about your skills and talents then you will definitely lose them - fast! You need to explain how your 'talents' make you the only viable solution to their problems. There re many wannabes out there... you need to set yourself apart.

Should you go 1 product/page? You should have ONE call to action per page. Anymore and you risk confusing your audience. On your HP you can list a number of services you provide ... when it comes to a Landing Page stick to just 1product/1call to action.

D

Hello one more time!

Your website is a conversation. If your website doesn’t put money in your pocket, guess what? You need to change those conversations you’re having with people on your website.

Maybe you’re trying to engage the wrong people … or trying to speak Italian to a Spanish speaking audience … maybe your headlines are weak and puny giving people no reason to read further … maybe you’re not asking people to take action or the right kind of action…

You should fix any flaws in your online conversations – fast! Simply because they are costing you money … lost sales … and lost customers.

Your customers are not very patient these days, that’s why you need to make it easy for them to do business with you. That includes making it easy for people to read and understand your sales copy, navigate your website, get their questions answered, and find what they’re looking for fast or faster.

A confused reader is not good at making buying decisions.

So make it easy for people to buy from you.

I had a great time sharing my insights with you on this forum. Before I end this topic I'd like to share 3 important, yet often overlooked, tips to help you turn more web visitors into buyers:

Make Your Web Copy Readable. The easiest typeface to read on screen is Verdana. It’s a broad and spacious font. It makes it easier to distinguish each different letter at low resolutions. You could also try Arial, Tahoma and Georgia fonts. Keep in mind that if your web copy is too hard to read, most people will simply give up reading and go somewhere else.

Keep the Graphics In Line. Many websites are crammed with graphics that distract rather than focusing the reader on the main message. Use graphics sparingly. Make them secondary to the copy. Keep in mind that sales copy persuades, motivates and drives people to action and puts money in your pocket. So, don’t suffocate your web copy with overpowering images and graphics.

Keep Your 'Conversation' Smooth. Read your website content aloud. It should read smoothly and swiftly without any bumps in your reading. If you need to stop, pause over or re-read certain portions then you should ‘smooth out’ the bumps in your copy. Otherwise you risk confusing your reader. Make sure that your sales copy is easy enough for a sixth-grader to read and understand. Remember, you are not trying to impress your customers, but rather help them make a well-informed buying decision.

***

I thank you for reading my posts. I really hope that you got some value and are in the process of implementing the many ideas I shared with you and the rest of the readers on this forum. I also want to thank Barbara, once again, for inviting my to be a guest expert. I think Barbara and Peter deserve our love for building such a strong, snug and intimate community that supports, motivates and helps hardworking business owners and entrepreneurs have more successful businesses.

Truth is that no one does it alone. I remember many, many years ago I had this great epiphany or “aha!” moment where I (finally) realised that for me to be truly successful I needed the assistance, support and help of other people. We all do. So, make the most of this forum. Chances are that you want to accomplish more in your business, life or career. And you will do that sooner and with less effort the moment you start to leverage other people’s knowledge, experience, expertise, connections, etc. a little more effectively. This forum gives you massive potential.

I want to finish by quoting the title of the book that changed my business and life: Getting Everything You Can Out Of All You’ve Got – by Jay Abraham. Even if you don’t read the book, the title speaks for itself. STOP looking for greener pastures - make the most of your present opportunities.

Thanks!
Daniel Lizurek
Linguistic Sales Strategist

P.S. - In life and in business...
"100% of the shots you don't take don't go in."
Wayne Gretzky