Your website has decent visitors. But you are not able to “convert” them to “leads” or “sales”.

Wondered why?

This could be due to one of the 2 simple reasons.
Reason #1: They are not convinced enough to take the next step.
Reason #2: They did not find what they were looking for.

Reason #2 is a different topic altogether, in which we talk on “how to get the right customers” to your website. For now, let us focus on the first reason.
“They are not convinced enough to take the next step.”

Imagine you are trying to find a product or service, which you have some intention to buy.
Your initial browsing will be with an “informational intent”. That is all your search will be towards finding more information about this product. Your second level of browsing will be with a “commercial investigation intent”, where you have an intention to purchase in the near future. Hence, your search will be towards finding the “details”, that help you shortlist the sellers, or take a decision on purchase. Your third & final level of browsing will be with “transactional intent”, where you are ready to make a purchase now/ real soon. And at this stage, you would be searching for final decision making information like price, delivery, support, service, guarantee and other factors.

Are you providing these information to your website visitors?
If yes, relook at the content and see if it is structured well, and easy to understand or access.

If not, let us see how to structure your website and content to help your website visitors at each of these 3 levels (intents).

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Most websites talk “about the product”. How “great” it is, or it is the “best” thing ever, or “most trending or indemand one” etc. The superlatives go on and on. Most of them forget, the customer can see through this self-praising description easily.
So when you write about your product, or present your service, what should you do?

1. Keep the product introduction “to the point” and concise. Do not go into a long explanation. Just say in one or two sentences, what your product is. This is the face of your product, something that the user notices first.

2. Next explain the “benefit” your product brings to the user. If someone is going to spend their hard earned money on something, they ARE interested in their benefits from the purchase. Always look from the user’s angle, and explain the benefit. For example, “our coffee-mug has a anti-slip bottom made of special rubber, that keeps it from sliding or slipping from your table or car dashboard. And this prevents slipping…” Or, “our technical support solves any issue in 24hours flat, with an onsite visit across the city…” etc.

3. Now present the “value” you or your product brings to your customers.

Think really well before writing this section. If you do not know the answer for this, talk to your customers and find out. Find out why they bought from you, or keep buying from you. How your product is helping them etc. This “value” will be a key factor that pushes the user to the next step of decision making. For example, “Our product saves 2% of your water and electricity bills every day.” Or, “our service increases your sales by 10%”, or, “our product increases…” You get the idea.

4. Back this up with some data. It is easier to make false claims. Make sure you are giving the truth, which can be backed up with actual data. You can show the actual result from a few customers’ cases. For example, ABC Corp saved Rs. 123456 every 3 months after using our product…” This can be a short snippet, or even a detailed case study of a customer, depending on your product and its sales value.

5. Give separate content sections for “technical details”, “detailed descriptions”, “specifications”, “care/use”, “guarantee/warranty” etc. Putting all these together in one page of the website can overwhelm the user with the sheer volume of content. You can create separate tabs, or collapsible boxes, or even separate pages. You can create a “downloadable PDF” of these details, and give a clear download button. If the user is interested in knowing the finer details, they will download it. You can use this as an opportunity to capture-the-lead by asking the user’s email ID before giving the download-link.

6. Substantiate your claims, and values with real-customer testimonials

If you have some happy customers, they would be your best salesmen. Request them to give a testimonial – written or video – about how your product/ service helped them. Present these testimonials with real details of the customer (if you can disclose their names), like name, designation, organization name, and even a photograph. More details you have, the better it is, as the testimonial will look more authentic. DO NOT put testimonials like “Great product” – Ajay Verma”. Everyone can see through those.

7. Showcase your strengths by presenting the products/ service in use. These can be photographs or videos of the product/service usage. If you are selling soft-products or services, showcase the design, or customer logos (who are using).

8. Use comparisons

If you have clear and tangible advantages over your competitor, use a clear “comparison” table that shows what extra your product has and what competition lacks. This must be based on facts. Such a comparison can help the user understand the product’s strength over others, and push towards a positive decision.

9. Bring social proof.

If you have some good reviews on Google or any social media, present them on the page. Social proof is a great influencer in sales conversions. If you do not have good reviews, start getting some, by requesting your happy customers to write a review. Reward them with something, like a discount on renewal or nextpurchase, or a gift coupon etc. That can motivate them to spend their valuable time in writing a review.

You can also get mileage out of your positive media coverage. Give snippets of media coverage in the page, to build trust.

10. Give clear call to action buttons. After reading through your awesome content and presentation, do not let them leave the page without a positive action. If the user is ready for purchase, there must be an easy option for them to initiate it. It could be a “buy now” or “customize” or “call us” button, as per your type of product or sales process. If the user is in the commercial-investigation phase, then try to capture their contact details, so that you can engage them through email or direct contact. For this, give them something valuable, so that they part with their email id or phone number. For eg, if you have some great content that can help your user, share it as a PDF ebook. Or if you have a Freebee or a Trial option, or early bird price, give that away, by asking for their email id. Use 1 or 2 clear CTA (Call To Action) buttons in the page, which stand out prominently.

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To sum it up, structure your content in such a way that the “user’s benefits and priorities” are considered. Instead of praising the product or service, present it’s benefits and value to the user. Back up your claims with actual data, substantiate the credibility with real customer testimonials and case studies. Give access to detailed product descriptions or technical specifications through easy clickable buttons or links. And finally give clear CTA to capture the lead or drive the sale.

These 10 ideas can increase the conversions on your website, irrespective of the product or service you are dealing with. So go ahead and implement these on your website. And do let us know what difference it has made. If you need any help in improving your website conversion, structuring the content or creating engaging content for lead generation, get in touch

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    Published by Rajesh Joseph

    Rajesh Joseph is an entrepreneur, digital & creative media consultant with 2 decades of experience. As the co-founder of MediaJenie, he is involved in strategy, media-solutions, and digital transformation of various clients we work with.


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