Use Copywriters to Convert Customers
If you haven't figured it out yet, content is king for those of you using the web to build your brand and generate sales leads, for two main reasons:
1. Search engines like good, relevant content
2. Consumers like good, relevant content
If you haven't yet hired an in-house or freelance copywriter to create and finesse your web copy, it's time to get on the stick.
A new Marketing Sherpa study found that the length of time it takes a web visitor to convert has increased by 80% since 2005—from 19 hours to 34 hours. Why the delay? It seems customers shop around now more than ever—passing up sites that don't provide the information/services they need, or that they deem untrustworthy based on look, feel and site offerings.
Marketing Sherpa Content Director, Anne Holland, gave some tips to help online proprietors increase their conversion times:
1. Remember that every page is a potential landing page. Accordingly, Holland suggests providing an "About Us" explanation or link on every page so visitors know where they are. This keeps visitors from assuming they've arrived at the wrong place and going on to the next site.
2. Grab email addresses early on. This can help you develop the sales process after they've left. Make sure you build trust with your visitors by providing a link to your privacy/anti-spam policy. Holland also recommends offering newsletters or white papers (think tips for saving on insurance!) to persuade visitors to leave an email address.
3. Provide more (and better) content than your competition. Admittedly, this can be tough in the insurance vertical, but you've got to give it a go. Operate from the mindset that all visitors are in "consideration" mode, and they'll need lots of information about your products and your business to get them into "yes" mode. Clean, engaging content can answer the questions it takes to build consumer trust.
4. Offer here-only incentives. Admittedly, I'm not a huge fan of gimmicks and give-aways. I think valuable information and product offerings are enticing enough. Nonetheless, Holland recommends giving special incentives, whether it's a certain percentage off, or something as simple as a PDF ebook with tips on saving on home insurance.
Of course, all of these things require someone who can effectively create copy that entices visitors and persuades them to give you their information, get a quote, etc. Copywriters are skilled in this very area. This is why, out of 70 employees, InsureMe has hired four of us copywriters to create web and print content.
You’ve got the tips. Now you’ve got to find the wo/man power. You can find freelancers by posting a job on sites like Craigslist or asking friends for referrals. You can even ask Jeb and me. We may know a few people. :)
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