E-Commerce Link: Better Conversion
What you shouldn’t do is simply copy and paste your mission statement, or use it as an excuse for another push-type sell. Your “About Us” page should reflect your company’s personality. If you’re struggling to find customer-centric content to put on this page, consider the following examples of visitor questions you can answer:
• Why do you do what you do?
• Who are the people behind the company?
• What kind of people will I be working with/buying from?
• What does your company stand for?
• What does your company stand against?
4. Evolve Your Site’s Copy
I shouldn’t have to reiterate that great copy is worth its weight in diamonds. Until recently, the great copy challenge was mostly about providing relevance. Now, it’s about providing the same relevance in fewer words.
“Power equals work divided by time. Your copy’s persuasive power equals its emotional credibility divided by the time required to read it,” says our copywriting trainer Jeff Sexton. “The trick isn’t just to say more with fewer words, it’s to say it more credibly with [fewer] words. That’s much harder to do, but anything less usually fails. Unread copy is infinitely unpersuasive.”
To write great copy, you must adhere to three principles:
• It must be relevant.
• It must be credible.
• It must be as short as possible (not just short).
Notice how the word “creative” is absent. People don’t have time for you to be cute, play tricks or gimmick them. They know how to weed out the bull dung. They want the facts, and they want what they’re looking for now. They don’t have the time or patience for anything else.
For example, the following copy meets the third principle but not the first two:
Free Apple iPhone
Be the first to get the iPhone.