Continuing from yesterday’s post, great design, or even OK design, won’t sell all by itself.

Here’s what does.

Don’t sell

The first thing that sells is not really selling at all. A strong, in-your-face sales pitch right up front will send people running for the hills. Instead, talk about what’s bothering your readers. Give them information they need. Be friendly. Ask for feedback (how am I doing?) and answer questions.

Know who you’re talking to

Understand your audience. Know what their problems are. What frustrates them. Offer information and insight that will help them fix it. Make it clear what you do. Explain what kinds of people or businesses need your help. Show why it’s worth the money and the results you get.

Design your site for other people

Don’t make decisions based solely on what you like (unless you’re darn sure you match your “tribe”). I’m not saying you should hate your web site, just that you’ll do better if you keep your visitors’ preferences in mind. Don’t make your site purple because you love purple.

Paint pictures

Write content that talks to your readers and about your readers.  When you do want people to buy, they should be able to see, taste, and smell how great they’ll feel if they buy from you.

Here’s a simple example from online grocer FreshDirect (I don’t know who writes their copy, but he or she is good!):

A hint of cloves and tart pineapple. Juicy as a honeydew. This all-purpose pear holds up well when cooked, but it’s just as good right off the tree.

That’s for a pear. Are you hungry?

Share your thoughts

What do you think? Are you struggling with your own web site? Got a question? Ask, and I’ll answer.

Image thanks to iprole

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