Your Text Should Be Personal And Friendly

We cannot stress enough that being at number one in Google and the other search engines does not guarantee that the owner will get rich.  There is far more to it than that.  The website should be organized in a way that people can navigate to what they want quickly and easily.  If there are pictures they should be large, clear and be a good representation of the product (grainy pictures discourage potential buyers.  In addition the pages and the pictures need to open very quickly (seconds count).  There needs to be a good check out system if you are selling online.  And yet we realize you probably knew everything we just told you.

What we haven't told you is that we have also done tests on websites where we put one set of text on the website and then replaced it with another set of text to see how people reacted to it.

First we tried some text on a website that was very professional, but it was about focused in the traditional manner most people write their text on a website (which is something similar to a resume).  We found that most people did not stay on the website very long and visited very few pages.

Next we tried text that was focused on how the person visiting the website would feel as they read the text.  The text was about them.  It discussed their fears, concerns and desires regarding the same product that we had tried to sell with the first batch of text.  There was a huge difference.  People stayed on the website twice as long and visited three times as many pages.  This of course helped the website rank higher.  It also doubled the sales from the website.

Does Better Text Really Make That Much Difference

Below are some examples of text of where the text made a difference in whether someone bought a product or service from one of our clients or not.

Cataract Surgery

The people at Snead Cataract in Fort Myers are nice people and wonderful to work with but when they first put their website together the page talking about Dr John Snead looked like a resume.  It started out listing colleges and universities he studied at and then talked about his degrees.  The percentage of people who went to this page and then left the website was fairly high.  So we convinced them to work with us and rewrite the text.  We left in the degrees and education, but moved them to the bottom of the page and instead focused on people's fears and concerns. (See the full text by clicking here)  We focused on things such as he spoke with a soft voice, with just a slight southern accent and that he treats every patient as if they were a member of his own family.  The result was a month later a man flew all the way from Saudi Arabia (and back) for a one day visit to the USA just to have his eyes treated by Dr Snead.  He explained he had bad experiences with doctors in the past and so this time it was very important that he have a nice doctor.  Imagine that, a few kind words and suddenly you have new patients flying to see you from several thousand miles away.

Cabinets

We can show you hundreds of examples (for example we had someone in Portugal buy a house from our real estate client in Boone, NC via the Internet while saying it was friendly text on their website that convinced him he could trust them) , but we believe these few where people have flown thousands of miles to do business with our clients really illustrate the point we are trying to make.  One final example is one of our clients "Chuck Ritter" who owns Kitchen Bath and Closets in Bonita Springs, FL. About a month ago he had a man call him from Moscow saying he wanted to buy cabinets from Chuck and have Chuck do some remodeling work for him on a new home he was buying in Naples.  The key here was that Chuck focused on people's fears and concerns in his text and showed them they had nothing to fear.  (See the text at  Cabinets Bonita Springs )

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