Have you wondered, as I have, on how to get the traffic to your web site to turn to sales? Or, at least convince them to do what you want them to do? After all the monthly fees allocated to pay per click ad fees, and organic search word investments, wouldn’t it be nice to have the conversion rate at least click upwards by 1% more? One of the keys that I have discovered is that most web sites for small businesses is very heavily focused on what you want to say versus what the reader came to the web site searching for.

For example, here is an example of a marketing copy that misses the mark (names have been removed to protect the guilty):

“At XYZ, we understand that wealth management is as much an art as it is a science. On the one hand, we have a deep pool of talented experts who are among the nation’s top financial planners, portfolio managers, securities analysts, economists, attorneys, and accountants and who are leaders in their respective wealth managementdisciplines. XYZ also offers an impressive breadth of capabilities including . . . etc.”

Yawning yet? Notice the self-focused “At XYZ, we understand…” and the general ‘how great we are’ words used just in the opening few sentences. But words like these are used on web sites and direct mailers all the time. They don’t help communicate to the reader what you can do for them. How could this be better? Make it personal, simple and benefit orientated. I don’t have time to write all the details, but here is one example that you can judge for yourself:

“With so many companies wanting to help you manage your financial future, aren’t you confused? I know I was when I first started. I didn’t know who to ask, what to ask, and more importantly, I didn’t know where to start. Luckily, I had a neighbor who had made a lot of money, and he started me on the right path. Through a lot of trial and error (and boy, did I make some a lot of errors), and understanding what options were out there, I came to create a program that is absolutely the best in the industry. Hi – my name is Bill Anderson, President and Founder of XYZ, and my company’s entire goal is focused on helping you increase your wealth through knowledge and service. I hope you will read the rest of our web site to see how we fulfill this goal.”

I hope you can see the difference. Focus a little on how you write the words and you will make a huge difference on your web traffic results. Remember, it is not about what you want to say – it’s about what the web visitor needs to hear and learn about your product or service offering.

Much success, Benoy Tamang

President HookSell.com

(A strategic partner of NextStat)