Bela Lampert | WEB WRITING
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WEB WRITING

What you need to know ...

Should your Coffee Website do one of these?

  • Attract new clients
  • Generate leads
  • Bet you found on Google (SEO)
  • Be a part of your Coffee marketing strategy
  • Get you inquiries about your products or services
  • Be an effective part of your sales funnel
  • Be always up to date
  • Present the USP of your Coffee business
  • Offer reports or other useful content to help customers with their buying decisions
  • Show your Coffee Company’s expertise
  • Present all information in precise, easy-to-understand language

If it doesn’t perform, follow these Guidelines!

1
Be clear in what you're saying

Clarity

I’ve analyzed hundreds of websites. You wouldn’t believe how many fail at clarity.

Clarity is the secret ingredient of an effective website. If it’s not written clearly, in an easy-to-understand language, all other efforts will fall flat.

What do you want your Website to do for you?

2
Set Goals for your Website

Goals

To measure (or create for that matter) that effectiveness, you must first know how you define success for your website.

 

What do you want your website to do for you?

 

Depending on the customer your targeting, the price tag of your product or service, your sales cycle, … these can be:

  • Make a sale
  • Contact your sales team
  • Download a brochure or white paper
  • Sign up for your newsletter
  • Inform (e.g. Watch a video)

People only buy things that have a higher value for them than the price they’re paying for it.

What is your offer?

3
Determine the Value of your Product or Service

Value

So, how do you determine the value of your product or service?

 

Ask yourself these questions:

 

  • What is your offer?
  • What makes your product/service stand out?
  • What pain/problem of the customer does it address?
  • What language does the customer speak?
  • How can you minimize the risk for the customer?
  • How can you inform the customer enough so he can make a decision?
  • How can you support your visitor if he’s not the one making the buying decision?
  • At what point in the buying process is the visitor/prospect/customer?
  • In what kind of relationship is he toward the one who makes the buying decision (usually his/her boss)?
  • What issues need to be addressed in terms of future security and compatibility?

 

The list goes on.

 

Until the visitor is convinced enough to either buy from you or contact your sales department, your website most likely is the only place where you can convince your visitor why your product or service is better than your competitor’s.

 

This is a huge opportunity for you. And lots and lots of companies miss out on this one.

 

Don’t be one of them.

Know your customer!

4
Determine your perfect customer

Customer

How do you do that?

 

Your website is like a tour guide to get your visitor where you want him.

 

In order to do that, you need to know a couple of things about your customer:

Typical Behaviour

What does a typical day in this person’s life look like? What are his/her routines, workflows. What kinds of tactics does this person apply to everyday tasks and situations?

World View

How does this person see the world? How does he/she see him/herself in this world? How are decisions made? What beliefs and attitudes does this person have?

Skills and Career Path

What skills does this person have? What is the career path he/she took up until the point he/she’s now? What is the next position this person aspires? What would the logical or desirable next step be?

 Goals and Desires

What are this person’s overall goals, career-wise and on a personal level? What does that have to do with the product or service you’re offering? It better has got something to do with it, otherwise you won’t persuade this person to help him/her get ahead.

Challenges

What kinds of problems does this person have to solve? Which situations frustrate him/her? What kinds of challenges occur on a regular basis?

 Workplace

What does the actual workplace of this person look like? The company, the office. What are the working conditions?

 Awareness

At what point of market awareness is the buyer? Are they aware of the problem they have and are looking for a solution? Do they know there is a solution? Or do they know your product or service is a possible solution and they want to see if you’re the best one?

The answer to those questions is critically important to keep your visitors on your page until they perform the desired action.

 

By the way, the number one mistake that most companies make is not to include a tag line in the upper left corner (just below the company logo) that states the offer in a couple of words. This tag line shows the visitors what you’re offering in the first 1-3 seconds (!) of his visit.

 

If they doesn’t find that information in the first few seconds they will leave.

First analyze, THEN change!

5
Analyze before you change.

Analyze

When a website doesn’t perform the way it should, the first thing to do is NOT to change something. This is the second thing.

The first thing is to analyze which parts work and which don’t.

Only then does it make sense to change parts and test them.

 

  • Do you need a professional website analysis to know what parts work and which should be changed?
  • Do you already know which parts of your website need to be changed and are looking for a professional software copywriter to create, clear, converting content for you?

Ask me now for a professional website analysis or professionally written copy to turn your website visitors into leads and customers!

Many are wary of having their website analyzed because of the cost involved.

Keep in mind that changing things about your website, without knowing what parts are the ones that work its way more costly than performing a professional analysis that gives you an overview of where you stand.

You can’t reach your destination if you don’t know where you’re starting out.

With a professional website analysis, not only will you know which knobs to turn, but also in which direction.

If you need help with any of the above, ask me for a non-binding quote. I’m happy to have a chat with you…