The ideal journey for a visitor
In my previous post I spoke about what you want your copy to achieve. To make sure your copy is successful it will need the support of other pages; so you will need to consider how the new page will fit in to your website.
Here is an example ‘ideal’ journey for a visitor to your new page to take through your site.
Step 1: They have a question or a problem from which they will devise a keyword (search phrase) that they will use to search in Google
Step 2: They analyse the results in Google and your listing catches their eye. A benefit or offer in the description shows them that you could have the answer to their problem. They click your link.
Step 3: They land on your new page which relates to both the keyword they searched on and the contents of the description. Thanks to this consistency they are immediately aware that your website could hold the information they require.
Step 4: The visitor engages with your site and reads about how your product or service can solve their problems. They like what they see but need reassurance before they are confident enough to get in contact or make a purchase. The visitor easily finds links for company information, case studies and testimonials from previous clients.
Step 5: They browse the different reassurance pages of your site seeing examples of differentiation and audience clarity. Happy with what they have read they return to the product or service page they were originally interested in.
Step 6: Now on your product/service page the visitor finds a clear call to action telling them how to contact you to find out more. They follow your instructions and make contact.
Success – your sales copy has generated a lead!
By planning what you want your visitors to do and considering how they will react to each page of your site you are more likely to be able to encourage visitors to do what you want them to.
If you would like any advice about this, call Jayne at The Ecommerce Adviser on 01235 424716.