Think back to the time when you bought your first car. You probably walked eagerly to the dealership and drooled at the mouth contemplating which car on the lot would be yours.
You knew what you wanted, but the question was, would you get it.
A dealer met you on the lot and said things like, “Oh, this is your first time buying a car, eh? Well, I’ll make sure you get exactly what you’re looking for.”
The only problem is, he didn’t.
In fact, he did exactly the opposite. He hooked you up with a Junker that your parents approved of but you couldn’t stand to drive. You knew right there and then that you would never trust another car salesman again.
While this is an extreme case, it shows what happens when you have a negative experience with someone in the sales industry.
And it happens to all of us. We lose trust, and build up resilience to the false claims and smooth talk that flows effortlessly from those who are clearly only in it for the money.
Unfortunately, this ‘resilience’ can translate into paranoia over time. The more negative experiences we have, the more distrustful we become.
Fear of Being Fooled
The fear of being fooled by a salesperson is very real indeed, and it can play a pivotal role in killing any chance of conversion for your business. Unfortunately, these conversion killers in web copy are more than prevalent in most small business websites.
You can make all kinds of claims, but the reality is if you can’t provide some sort of evidence, you aren’t likely to win people over. Your audience doesn’t want to be a fool, and they will play it safe by choosing not to make a purchase.
3 Tips to Fight Back Against Conversion Killers
Fortunately, there are ways to move people past their fears and distrust.
1. Provide High Value Content
The more powerful and understandable your content is, the better your chances are of converting.
Don’t just post one article that contains high value content and leave it at that. Be consistent, and fill your website with valuable information that persuades your readers to take action. You may even need to hire a professional writer to keep up with the web copy on your site. Do what it takes to build credibility. It’s an investment that will pay off.
2. Build Trust
Most people mistakenly put design above content when building a website. However, your web copy has a powerful influence on your audience.
Make sure to add sections where your picture is clearly visible, where your contact information is available, and place plenty of reasonable calls-to-action. You can also add a FAQ section where you respond in your own words to questions and concerns your customers might have.
The goal is to build trust by letting people know you are a real person.
3. Put Your Customers First and Demonstrate Value
Proving you are trustworthy isn’t easy, but if you put your customer’s needs front and center, you have a better chance of succeeding.
Focus on what they want to know when they arrive at your website. Ask yourself what type of web copy you need to touch their hearts. Demonstrate the value you offer through consistency and commitment, and you’ll defeat conversion killers once and for all.
If you’ve scanned through plenty of sites looking for the best Austin writers for your web copy, I understand the struggle. I help small businesses achieve high value content that converts through powerful blog posts, articles, and of course web copy. I’d love to chat with you about how to improve your sales. Contact me here and we can start brainstorming on how to expand your website’s conversions!