Studies on web use show that the average site visitor reads only about 20% of the text on a web page. This clearly underlines the need to make every word or phrase in your web pages count. How can we make sure that our prospects get what they need, join our business list, or buy our products through our site? This blog post should help us answer this question.
As promised in the previous entry, today’s topic looks at web content – in the more traditional, non-SEO sense of the word. Here are 3 concepts you need to consider when thinking about using quality web content for marketing and selling your software products and services.
Copy vs. Content. It’s important to understand the distinction between “copy” and “content” as these terms have increasingly been misused as of late. The main difference is that content informs while copy sells. To illustrate, text that gives software maintenance tips is valid content while text that tells your visitors to sign up for a business list of IT professionals is a classic web copy.
The Sales Funnel. Now that we’ve separated copy and content, it’s time to talk about the sales funnel. This is a part of online marketing that directs visitors through different sections in your website. It starts with your capture page where traffic first goes through. Visitors are then led “to call-to-action” pages where they either request further information, register to your business list, or order your products. The last part of the sales funnel is the follow-up portion where your prospects receive your response.
Qualifying Prospects. Just like how a business list company qualifies their contacts, the copy/content in your website should help you determine which visitors/prospects are ready for conversion or need further follow-up. By striking a balance between form (readability, layout, and tone) and substance (information, instructions, benefits, and features) plus applying a bit of common sense, you can better filter traffic through the sales funnel and generate quality visits.
Basically, we’ve just described the essence of online marketing: content that drives traffic and copy that sells your software products. One of the implicit points above is to give your prospects reasons to follow your call to action. These reasons include providing incentives such as shareware access which will be the topic of the next blog post.