Let's be honest, most businesses rely on social media and websites to generate profits. In many cases, very few deals or sales are made face to face. The first impression, and sometimes only impression, of your business comes from written content, so what you "write" literally has the ability to make or break your business.
Even more challenging is the fact that, in a society where everything can be accessed quickly, you only have a few seconds to engage visitors on your online platforms and to then persuade them to remain on your site. It takes even more effort to get that engaged visitor to become a client/customer.
There are many factors that contribute to engagement in an online setting. One factor is whether the service or product you offer is something that the visitor needs or wants. Once you've established that, now you have to convince that individual to actually make a purchase or become a client.
This post may contain affiliate links. If you click and buy, I may receive a small commission (at no cost to you). Please see my full disclosure policy for details.
An effective method of increasing online sales fast and persuading online visitors to make a purchase or become a client is with well placed and high quality pictures or graphics. However, these graphics and pictures work better when combined with engaging written content or copy.
Learn how to effectively use this combination in Write to the Bank: How to Increase Your Online Sales Now.The combination of high quality, well placed graphics and pictures and engaging correct content or copy has proven to be more effective in getting online visitors to remain engaged on a website or social media platform.
Specifically, the use or inclusion of product descriptions and/or reviews of the product or service has been found to be integral to boosting online sales. In the blog post, An ingenious application of crowd sourcing: Fix reviews' grammar, improve sales, Panos Ipeirotis discussed the importance of well written product or service reviews. He even explains that a well written product or service review positively impacts a business or an individual, regardless of whether the review is positive or negative.
Ipeirotis drew these conclusions from two studies he conducted alongside other researchers. One of their research projects evaluated the importance of reviews on hotel bookings, and focused on reviews from Travelocity and Trip Advisor. They also looked at product reviews on Amazon.com.
Li, Ghose, and Ipeirotis (2011) noticed that companies like Trip Advisor, Travelocity, Amazon and Zappos had an increase in sales if their reviews and content were "well-written, without spelling errors."
Once these companies became aware of the effect of well written reviews on sales, they actually paid to have their reviews fixed. Zappos, for example, had approximately 5 million reviews corrected.
Think about that for a second. If writing had such a massive impact on these established businesses, with great reputations, how is it affecting your small business? If I may add, those corrected reviews, led to a substantial increase in the sales of all the companies mentioned above.
In The Top 17 Website Copy Errors You Don't Know You're Making and How to Fix Them, there are helpful tips to help you identify and correct some of the most common website copy errors. Tips 2 and 3 focus on product reviews and recommendations and can help you to avoid the errors researchers have noted have an impact on sales and lead to an increase in your online sales.
Similar studies have found that as many as 59% of people would not use a company that had obvious grammatical errors on their website or marketing materials. In addition, studies have found that good spelling and grammar also affect the ranking of websites. What's my point? The point is this, your business literature matters in a dollars and cents way!
Written materials can generate positive returns for a business, but only if it is correct and well written. This then begs the questions: Who is in charge of writing in your organization? Is your writing material hastily created? Does the person performing this task have the necessary expertise or experience? When was the last time it was checked for correctness or readability?
In 5 Tips You Need to Write Excellent Website Copy, there are additional pointers to help as you create engaging, informational and correct website copy. Use our easy to remember acronym to help as you create new written materials and edit previously created content.
Feeling overwhelmed with all the tasks that you have to do in your business or organization? Afraid of writing copy or content that damages your business's credibility and drives potential clients or customers away?
PHraseD wants to address this issue on your behalf. Allow us to help you "write" your way to the bank with content and copywriting that not only inspires trust, but also shows your company's attention to detail and professionalism.
We don't want you to miss out on a single customer, because we understand how important every customer is in business! Let us use our knowledge to your benefit to help generate additional business and sales, or as we like to say, "Let us help you make the 'write' impact!"