It needs compelling copy that guides the visitor through a storyline conversion process.
(Remember, It’s the words on a page that make the sale)
So, how do you write compelling copy?
There are seven vital copywriting elements to make any website convert.
Here they are:
1. The Hero & Their Desire
First, your website needs a hero.
However, it can’t be you.
Because, your customer is the hero of their story. And…your website must align with their journey, not yours.
Every story always starts with a hero who wants something.
To create a website that converts, you need to clearly define who your customer is and what they are looking for.
Then you can convey that in your “hero” section (the big headline above the fold of any website).
The most common mistake I see with websites these days is that they don’t explicitly define the hero and their heroes desires. Instead, they focus on what their company does.
Other websites try to cater to too many different “heroes.” This clutters the website while confusing the visitor. (not a good thing, of course)
Your website should focus on a single target market and their needs.
“Simplicity creates sales.”
Which brings us to:
What does our hero want?
Here are the seven things that all human beings want at their core.
Conserve resources – We want to keep what we already have.
Conserve Time – We want more time for ourselves.
Build social networks – We want more friends in my circle.
Gain status. – We want luxury and status symbols.
Accumulate Resources – We want to make money.
Be generous – We want to give back to the community.
Have Meaning– We have a desire for meaning.
Usually, your customers will align with either one or two.
For example, maybe your clients want more time and money. Alternatively, perhaps they want meaning and time.
Spend some time thinking about what your hero truly wants. Only then, can you know what’s standing in his or her way to get it.
2. The Hero’s Problem
The hero of a story always has a problem (or villain), something stopping them from getting what they want. This is the same dilemma we face before making a purchase.
Let’s go a little deeper…
Every problem has 3 Layers:
An external problem is something like I don’t have enough customers. Or, maybe I have a toothache. In both cases, it’s something “out there”.
An internal problem is how their external problem is making them feel. For example, they could feel frustrated, overwhelmed or stressed that they don’t have enough customers.
A philosophical problem is something that is just plain wrong. Something that “ought” to be different than it is. So “I don’t deserve this.” Or “it ought to be easier.” These are underlying philosophical beliefs.
Most companies only sell solutions to an external problem, which leads to mediocre sales results.
Keep in mind…
Emotion is what moves the needle. Always address how your clients feel. Then they will justify buying it with their philosophical reason.
People buy for internal reasons to fix external problems and support or justify their purchase decision with philosophical beliefs.
It’s simple. If your website does not contain something that plays to each one of these levels, it won’t convert.
Here’s an example of what I mean:
This website is what I will call a mediocre site that you and I have seen many times before, right?
“Affordable lawn care.”
“Reliable and assured since 1985.”
“Learn more about affordable, reliable dentistry certified since 1978.”
However, it’s the wrong approach. It’s not hitting the three levels of their heroes problem.
Let me show you a different way, based on addressing the three levels (external, internal, and philosophical) of your hero’s problem.
“Be the envy of your neighborhood.”
Let’s be honest lawn maintenance is hard work and time-consuming.
Schedule a Cut Today.
The picture I’m painting is a premium service. A beautiful lawn for a beautiful house. It’s not people who are looking for a 50 dollar cut, right?
So, I’m basing this on the idea that my heroes would be people with a 500k – 1 million dollar home, who can afford regular lawn maintenance.
They don’t care about affordable lawn care (conserve resources) in this case. They want to be the envy of the neighborhood (gain status).
With just this simple heading, subheading and call to action, we’ve addressed multiple levels of the heroes’ problem.
“Lawn maintenance is hard work and time-consuming.”
Now we’ve addressed two of the pains. Notice how we haven’t mentioned anything about ourselves or our company. It’s 100% percent about the visitor.
The reason why there is nothing about the company is that ultimately nobody cares. We all simply want to know; what’s in it for us?.
“Schedule a cut today.”
Nobody wants to “learn more.” Nobody wants to “get started.” They just don’t. They want to know; how do I get that?. How do they get to be the envy of their neighborhood?
They do it with a cut.
3. Be the Guide
Once we know what the hero is and what the hero wants, they need a guide to help them achieve their goals.
The guide is us. We’re not the hero. We are simply there to help them achieve their goals and dreams (using our products and services).
Like Yoda we are.
By the way, you can look at almost any movie. They are all based on the same storyline.
Remember, people aren’t looking for a hero.
People want a guide with the two best qualities for a mentor could offer:
To display empathy, we start a sentence with something like “I understand how you feel” or “Nobody should have to be frustrated with [insert problem here].”
Show people that you understand their pain. That’s what they want. They want to know that you have empathy for them, right?
You should display authority using testimonials, awards, and certifications that show how you have done it all before and know what you’re doing.
It’s like saying, “hey other’s have trusted me and achieved their goals, so you can rest assured knowing you are in experienced hands.”
However, don’t be a prick and brag about yourself or how long your company has been in business.
Firstly, the fact you’ve been in business since 1985 doesn’t mean much.
We’ve known plenty of companies who have been around for 30 years and still suck, whereas other companies can be awesome in their first year.
Remember, age is just a number ;). Plus, it doesn’t move the needle.
Nobody cares about your company’s story. They just really don’t. So many people think clients want to know the fact that their grandpa started the company back in 1928.
They simply want to know that you have a plan to fix their problem.
Which brings us to:
4. Have a Plan
Every guide offers a plan for the hero to succeed.
A plan is a simple methodology. It’s a process. It’s how you do things. It’s simple.
It could be a one step plan. Or it could be a six step one. That’s up to you. However, I would stop it at six. And between you and me, I like the three-step processes.