Lack of Information Means Lack of Sales
Lack of information about products and services costs sales. Information binds internet. People expect information and they don’t find it - they leave.
Lack of it, especially on product and service based sites keeps people guessing. And what they do? They go back and Google some more, forgetting you all along.
Creating Relevant Information
First is research. You need to get a good feel of competition. Spend at least a week looking at competitive websites and sites in similar verticals. Bookmark the most impressive ones and create mental(or real) notes of bad sites.
- What makes a site good from your perspective?
- What it makes it bad?
As you browse, you’ll realize that graphics and eye candies play the least of roles. You’ll see that best sites, have:
- Best Information
- Streamlined, Intuitive Sales Process(which inevitably involves information)
Sites with good designs and outstanding information take the throne, sometimes outpaced by sites with even info, but complete lack of design.
Design is an important part of a website. It creates a mental image of the company. Good design means professionalism, neatness and care. Intuitive design, means faster navigation and ultimately better conversion rates. But design alone doesn’t cut it. Take away the text, what’s left?
Information is a key part. A blunt, ugly copy can deliver sales(the direct copy). A nicely rubbed copy, supported by info to your customers buying process, wrapped up in a nice layout is a killer.
We want… Information
Don’t be cheap. Hire a good copywriter. A copy that’s on topic and a copy that speaks to the buyer is very different.
There are several ways to find out what info your would be customers want:
- Questions they asked you, your sales people, customer service etc. If you’re big, get people from different departments and make them write what customers want to know
- Feedback through emails, reviews etc
- Keyword research. We covered it here.
If you’re main content writer, you can usually come up with more topics as you go along with the project.
Once you sourced all possible info your customers ask / want to know before buying from you – get down to business.
Hire some copywriters, let them do the dirty work of research and copy crafting.
Final goal is to have all possible information related to the buying process of your customers. The next challenge is to structure that information.
This is a fun week on optimization.ca blog and we’ll be dropping some post in hopes they’ll put a smile on your face 
