Every website fears what I call the Clicking Dead. Zombie customers that drift into your site, limp from page to page, and move on.
The standard tactic is to add more layers of unfocused and emotionless copy for the Clicking Dead to wade through.
Or fork out on a redesign as though the Clicking Dead can be resurrected by a new brand.
But most customers are turned by common copywriting mistakes. Mistakes that can be easily fixed – and don’t cost the earth either.
Here are a 5 fixes I use to help brands lose their fear of the Clicking Dead:
First, let’s go on a supply run.
You know who your customers are. You know where they hang out on social media and in chat rooms and forums.
So go out there and listen to what they are saying about you. Are they frustrated by a lack of information? Do they have to help each other figure out how to use something you sell?
Ask them if you have to, but find out. More often than not you have all the information they need – you just need to put it out on the site and help them find it.
Next, let’s turn dead end pages into places of action.
Every page has one goal: to convert the Clicking Dead into real customers by getting them to download a brochure, make a purchase, subscribe to a newsletter, or request a demo.
So we need to look at your poorest performing pages. Is the goal clear? Could you get to the point faster? Is the copy inadvertently selling on features rather than benefits?
I know you know that no one sells on features anymore, but are you?
Look at product or service descriptions: Do they tell me what the product or service does (features) – or – What they do for me as the customer (benefits)?
Put better by Demian Farnworth over at Rainmaker Digital in an interview on Sales Folk:
“People don’t buy a drill to have a drill. They buy a drill because they need a 3/4 inch hole. That’s the benefit.”
If you want the Clicking Dead to wake up, then you have to give them one goal to focus on then drill your benefits into their skulls.
But be careful. Stick to the two or three main benefits that the customers will receive.
And if you don’t know what they are, ask them. You might be surprised by what you find out.
Let’s use the science of successful blogging on your blog.
Who writes your blog posts? How long are they? How often and what day/time of the day are they pushed out?
Do they use (non-stock) images infographics and video to enliven the content? How clickable (and retweetable) are the headings?
Is the content original, benefit rich and practical in nature?
I say this because highly practical, content-rich long-form posts are far more engaging and useful to customers than short, content-lite thought-leadership posts.
And as a result, they are also far likely to be commented on, linked to, and shared. Just how more likely, you can see by checking out this research compilation by Noah Kagan on Okdork.
Let’s bring the science on board, then look at regularly rolling out content that your customers really want to read, act on, and share.
Let’s tell a compelling story on your About Us page.
Your About Us or About Me page is vital, especially in reassuring the Clicking Dead that there is a real person behind your brand.
And there are common things most good About Us or About Me pages say to connect to their customers and build rapport.
Telling a great story is one. If you started your small business because no one out there was doing what you’re trying to do – and that effort involved overcoming significant personal or professional odds – take us on that roller coaster ride.
If you are a non-profit trying to change things, lay your passion on the line. Those that share your passion will identify with you – and be happy to spread the word.
If some great people have said great things about you, share them.
If you’ve worked on some big projects, tell us which big brands you’ve worked for.
But don’t hide behind them. Help us to understand why they chose you so we can make the same choice for ourselves.
Last but not least, let’s turn on your email.
Most of us communicate with our customers by email, whether in regular correspondence or in newsletter format.
Look at the email or newsletters you are sending out. Would the subject lines you are using inspire you to open the email/newsletter up?
Are your sales team using customisable templates designed to inspire actions?
Actions such as checking out a new blog, signing up to a free trial, submitting a review or providing feedback to improve your service.
Every interaction with your brand matters and no opportunity to rouse the Clicking Dead to action should be overlooked.
If you want to lose your fear of the Clicking Dead and give your site a makeover, call 01908 330242 or email: [email protected].
We can start with one area costing your brand time and money, or look at the whole thing. Either way, the copywriting fixes I provide inspire measurable results.