I’ve had the chance to look at lots of websites over the years. From consultation and copywriting gigs, to just scouting out the competition. And while you can’t always tell right away why a site might not be selling the way it should… most of the time, you can spot the reasons why right away.
There are 3 very common reasons for why sites don’t sell and we are going to explore them right now:
1. The targeting is all wrong.
You really have to dig in deep and know your audience. You can’t take a guess and assume that you know what your audience is comprised of. You have to really dig in and find out. The good news is that it’s far easier to do that today than it was just 10 years ago. The bad news is… most folks just kind of do a little bit of superficial research and so… they end up missing their audience by a fair amount.
When that happens, you wind up with most of your traffic not really being a good match for whatever it is that you are selling.
2. The offer is just too bland and too boring.
Consumers today have a wide variety of choices for most products and services. They don’t have to do what they did in the pre-internet days. Back then, you tried to find the closest location and that was about the extent of your “search” as a consumer. Today, you can have things shipped to you from all around the world. Folks can provide a plethora of services from wherever they are. They don’t have to be located close to the consumer.
Of course, there are still some services and products where consumers are going to pick the providers nearest to them. But… if your business is selling a product or service that someone doesn’t have to be located near in order to buy from you… they have plenty of options.
So your offer really needs to stand out and “pop” more than just a little bit.
3. The website’s copy is not written to sell.
The number of “writers” out there has exploded in the last 10-15 years. Just about anyone can start publishing a blog or whatever on the internet and call themselves a writer. But here’s the thing. Not every writer knows how to sell.
Website writing isn’t meant to win awards, unless the site is a news related site. In a consumer context, website writing has to sell. But it can’t be the cheesy hard sell that some folks come up with. No, folks are too wise for that.
It has to sell while at the same time it also has to be interesting. Engaging. Show off a little personality. So when you look at your site, if it isn’t selling the way that you know it could be… read your site’s writing. And see if it sells or if it just kinda takes up space.
If it just takes up space, then it’s a waste.