Website Writing – Provide Prospects Enough Information So They Will Buy Your Services

January 30, 2011 by  Filed under: Marketing 

Typically, a primary objective of our website writing is to explain, promote and sell our services. If you review most websites though, you will find that the information about a service is sketchy, incomplete, and leaves you with too many unanswered questions and concerns. Some website content seems to be more about creating mystery about the services than about providing clear details. Think about the number of times you’ve started reading a site and clicked off because the writing did not tell you what’s in it for you. It did not hold your attention because you could not immediately figure out what their services were or whether or not they could help you solve your problem.

For unknown reasons, business owners who are quite accomplished at describing their services in person seem to decide that they can skimp on information on their website. Even if they’re accomplished at sales, they don’t seem to consider their web writing to be a sales tool, and ignore the necessity of providing enough details for a decision. It’s almost as if the prospect of web writing causes them to clam up or “get lazy” about doing what it takes to inform their prospects. If you think you’re among this group, here are a few ideas for you to consider.

1) Give the prospect all the details you give in a sales presentation. Tell them — on the web — everything they need to know to decide to buy. Don’t be intimidated by the web writing medium. Pretend that the prospect is right in front of you. What do you say in person? Make sure all that is covered on your site. Keep the language low pressure, simple and easy to understand.

2) “Take them by the hand” and guide them through your service. What happens first, then next, and next? Isn’t this something every prospect asks and wants to know? Take the fear out or the situation by thoroughly describing what they can expect, in what sequence, and at what time.

3) Anticipate objections — and answer them in your web content. No doubt, you’re familiar with the standard objections you hear regarding your services. Answer these in “right timing” — the point in the sales process, where you typically hear them. Take a friendly tone and explain everything simply and logically.

4) Take a conversational tone. You really are pretending to be speaking to them in person. Eliminate formality and language that feels “distant” or stiff. Write as casually as you would speak to a prospect. Don’t go overboard, but do have a relaxed and inviting tone.

5) Skip any jargon that is only understood by fellow experts in your field. If the average “lay” person would not understand the vocabulary or concepts, either simplify or leave them out. Don’t confuse professional writing for colleagues with the kinds of information that prospects need to know to buy. Though you would be technically correct, you’d be dead wrong if it causes your prospects to lose interest and click off the page. After all, you’ve spent a lifetime learning your specialty. Don’t write “over the heads” of your target audience and expect prospects to study to figure out what you mean.

6) Remember that you’re writing for the web. This means that your readers are notoriously fickle and have about a 10 second (or less) attention span. They are exceptionally impatient and want their answers NOW. Don’t make them wait for what they want or you’ve lost them. Keep your writing concise, “snappy” and clear.

When you’re writing about your services for the web, be sure you give prospects what they need to know to decide to buy from you. It doesn’t make sense to do website writing and fail to present your services fully enough to help prospects make a buying decision.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to

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Suzi Elton - EzineArticles Expert Author

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