A sexy, professional-looking web site is good for your image, it makes you proud and confident and should position your company as a market leader.
But never judge a book by its cover...

There's no doubt your site looks good, and quite a few people are visiting the site, but where are the droves of sales enquiries?

Research has shown that over 90% of business users use the net to look for information, yet very few will stop at the first site they come across.

Instead, most of us research and compare before making a descision.

You need to get into the mindset of the people visiting your website. They couldnt give two hoots about you or your company, and you are certainly not going to get any enquiries just because your site looks good.

Apply these 10 steps to your web site to sky rocket your enquiries and maximise your sales:

Step 1: Get into the mindset of your prospect.

When they arrive on your home page, you should be addressing their concerns and answering their questions. Use benefit-led question headlines. Demonstrate you understand their concerns and challenges and recognise the issues they are facing. Change the content to focus more on their problems than your solutions.

Step 2: Be persuasive with your message.

Once you have gathered copy from your colleugues, breakdown the content as follows:

Capture attention: Put the most compelling part of your message first.
Hold Interest: Give your readers key information they need to know.
Answer Questions: Think about questions your readers are asking and answer them!
Overcome objection: Anticipate your readers objections by providing evidence in the form of testimonials and case studies.
Promote action: Compel them to act by giving them a reason to contact you.

Step 3: Make it personal.

Speak directly to your prospects, dont make the mistake of using the commonly used third person. Eg. Our this, Our that, We are etc.

Instead use sentences like You have a marketing need. You have a limited budget. How do you maximise your exposure?

Step 4: Be their friend.

Get over the personality of your company by using an authentic voice that connects and fits with your readers.

Research which is appropriate. Your readers will notice and stay longer on your site.

Step 5: Send them down the funnel.

First of all, capture their attention, then progressively disclose more and more detail. Use sub headings and links to lead them through the copy.

Catch them with multiple, shorter ideas, then lead them to detailed information as they require.

Step 6: Ensure your headlines hold important information.

Ask yourself, if your prospect is reading these, are they enough to give them a reason to take action?

Step 7: Keep it short.

Write so readers can scan. Keep sentences short. Aim to make paragraphs no longer than 50 words. Don't be fluffy with your phrases.

Distil and edit until your copy is easy to understand.

Step 8: Delete pointless sentences.

Don't just paste in chunks of supplied copy. Strip out pointless phrases, superlatives and adverbs.

Replace vagueness with specifics, and generalisations with examples.

Step 9: Be consistent with your message.

Don't feel obliged to use unnecessary synonyms because you are worried about repeating yourself.

You risk confusing, irritating or putting readers off.

Step 10: Read your copy back.

Your copy should have a natural rhythm. If you trip over any words or sentences rewrite them or delete them completely.

Because of the twenty years of experience we have in working with hundreds of clients on literally thousands of varied projects, there are very few challenges we haven't come across before, in some shape or form