Content Development for your company web site

Once the visitor arrives on your website, you must consider the "conversion actions" you want your visitors to take. Conversion actions may include: downloading information, subscribing to a newsletter, filling out an application, purchasing a product, or any other objective you offer on your site

Ten years of trial and error has taught us that good writing skills are not enough to convert visitors into clients. Copywriting and content for the web is quite different to copywriting for print.

• Skims rather than reads every word.
• Jumps from page to page.
• Finds reading on screen more difficult.
• Doesn't like deep scrolling.

You may increase the conversion power of your site by:

• Developing Web page copy to make visitors feel confident that you can meet their needs, answer their questions, solve their problems
• Adjusting navigational links to lead visitors through the site to more easily complete their desired tasks and achieve their goals (and yours)
• Including appropriate "calls to action" on each page, leading the visitor toward conversion
• Building content that speaks to each of your archetypal visitors (personas)
• Aligning your selling methodology with the visitor's buying methodology
• Designing pages that take advantage of "eye-tracking" principles

Through these, and many other techniques that make up a comprehensive website conversion strategy, you can dramatically increase the rate at which visitors become customers. And increases in conversion rate translate directly to your bottom line.

Visitor Conversion Audit

• Site Navigation
• Eye scanning
• Unique value proposition
• Confidence/momentum building
• Action points (usability)
• Process continuity
• Information requests rewarded with your offerings
• Calls to action