Create A Sales Funnel Structure
In order to sell online, you need to attract visitors, get them to engage with your content, build trust and steer them to take action, making contact, enquiring or making an online purchase.
Many webmasters adopt a random approach to their sales funnel structure, rather than designing the process in an organised way.
You are most likely attracting visitors from several sources. In many cases we see, visitors will be coming in small volumes from organic search queries, (many of which will more than likely be brand or company name searches), social media, maybe some advertising channels, directories you have signed up to, YouTube videos, blog posts, etc.
Each of these visitor acquisition channels is a part of your sales funnel. Each one is gathering potential customers on your behalf, guiding them through to an appropriate page of your website.
The main goal at this stage is for your visitors to arrive on your site on the most relevant page that will present your product, answer their question, show them how to, explian a process, etc. The more relevant the page content, the more likely they are to engage with your site and progress towards a conversion.
Each of your main content pages is a ‘landing page’ for that specific topic. Once a visitor has arrived, you want them to read your content, watch your videos and click through to the next part of the process. this might be a more detailed page covering a more in depth guide, how to…, why you should…, things to avoid, top ten tips, etc….
Once your visitors are on your second page, you are building trust and beginning to create an online relationship with them. The goal of your site content is to solve problems for your readers.
Each page should have a core structure on the lines of;
1. Identify the problem, issue, question.
2. Empathise with the readers issue, relate to their problem
3. Reveal and explain your solution
4. Show testimonials from people who used your solution and are happy with the result you provided
5. Tell them what to do next to get your service or product
Simplicity Is Important
Don’t make the mistake of getting to complex, either by asking your readers to jump through too many hoops to get your solution, or by bogging them down in too much technical detail.
Most people aren’t actually looking for product X, they are actually looking for what the product does for them. Sell the sizzle, not the sausage…..
Your page content should convince your reader that you product will solve their problem and if you show that other people have had a good experience, it demonstrates that you can be trusted…… these are the only two jobs your page really has, to explain that your solution is the best one for them, and that other people are pleased with the results, so they will be too.
For example….. if I have dogs that moult a lot and suffer from dog hair all over the house, when my vacuum cleaner breaks, the thing that matters moct to me is the performance of the new one. The fact that it has a 1300w motor instead of a 1000w motor is of little importance. For all I know, a 50w motor vacuum might be the best one available…… the specifications of what you do are not the important point…..
What is the end result? Will your product do what I need it to do? Is it easy to use? Is it reliable? Is it comfortable, light, longlasting?
Answering these questions is an important step in your sales funnel.
If you are struggling to create a sales funnel that works for your business, please ask us how we can help you today…