“What’s In It For Me?”
That’s All Site Visitors Want To Know
As a site designer, SEO, copywriter or some other someone
working in the web world, chances are you have clients – clients who have
objectives.
Some want to sell something, or lots of different things.
Some want opt-ins for a FREE special report. Others want visitors to subscribe
to their insightful newsletters or fill out a form. These are the objectives of
the site owner – your client and person with the checkbook.
Naturally, these clients want their sites to meet their
objectives. If the client is selling a vitamin supplement, her objective is to
sell more jars of the product. If the author of a newsletter on precious metals
publishes an “insider’s report,” he wants more subscribers.
If the site is soliciting donations, the objective is
obvious – more donors, repeat donors, generous donors. Therefore, the site copy
on the home page and landing pages is usually written to meet the objectives of
the site owner and not the site visitor.
And the fact is, the objectives of site owners and visitors
are distinct and, at times, even contradictory. The fact is that site visitors
don’t give a whit about your clients, their web sites, their problems or their
clever turn of a phrase. They want the answer to one very simple question:
What’s in it for me?
Let’s look at a couple of examples of site text with snarky,
visitor comments inserted:
Acme Pest Control is a family-owned business (who cares, I got
bugs) with deep roots in the Tri-City Area. (I said I don’t care. Bugs are
eating my house.) We offer a variety of services to manage your pest problems (Can
you get rid of my bugs?) safely, effectively and completely. (Umm,
okay.)
We offer the latest
in pest control technology (Huh?) and we guarantee our work. (OK, that part’s
good.)
Out technicians are
trained in the latest pest control technology, they’re certified and they’re
friendly. (I don’t care if he looks like Quasimodo, I just want somebody so get
rid of termites. Now.)
That little snippet of text is all about Acme Pest Control
and closing another sale. Naturally, that’s the company’s objective, but it’s
not necessarily the site visitor’s objective, which is to find a solution to a
termite problem.
So, posture the text to meet the objectives of the visitor,
NOT the site owner.
Got bug problems?
(Why, yes, yes I do.) Want to get rid of them today? (That’d be great?) Want to
keep your family and pets safe? (Well, of course. I hadn’t even thought of
that.)
Tired of calling
around trying to find a solution to your pest problems? (Oh, man, I’m so tired.
Can you help?) We solve all of your pest problems quickly, safely and now. (How
do I reach you?) You want to solve a pest problem, call us at (123) 555-1234.
(I’m dialing, I’m dialing!)
We’ll be there today
to help you. Guaranteed. (“Hello, Acme Pest
Control…”)
In this case, the site text isn’t about the company (your
client) it’s all about the visitor – solving their problems and serving their
needs.
Unfortunately, even gigantic, global conglomerates use site
text that’s designed to meet their global conglomerate objectives, not the
objectives of the site visitor. I’ll bet you 99.9% of all 122 million web sites
are designed to meet the site owner’s objectives. And that’s why so many sites
crash and burn.
It’s blunt but true: site visitors don’t care about you,
your site, your corporate history or you cool new headquarters. Those are the
objectives of the site owners – to brag a little bit and “sell” the site
visitor.
Forget selling. Provide solutions in your site text, focus
on the visitors objectives not your objectives or the client’s objectives (this
may take a little explanation and diplomacy on your part) but the results will
be there in higher conversion ratios.
Don’t design a site to meet the site owner’s objectives.
They’re different from the objectives of site visitors. Instead, write copy the
simplifies achieving visitor’s goals and the site will convert, the client will
make money and parades will be scheduled in you honor.
Stop by the web site. Who knows? I may be the copy writer you've been looking for. See you over at www.webwordslinger.com. Let's talk.