Christy Says:

I would like to know how to write content that effectively converts visitors to clients. Thank you!

Tricia Says:

I would also like to know how to effectively convert visitors into clients. I have visitors to my website daily, but the visitors don't seem to go past my Home page. Can you please help me?

Writing effective content then means that it compels a customer to ACT, to respond to a promotional offer or make a instant gift certificate purchase online.

Customers search the web to search for information and to make purchases. Website content must provide that value to customers.

What are spa customers looking for when they land on a spa website?

• Information on the spa, including a list of treatments and services.
• A way to differentiate your spa from the rest. There is something about your spa that separates you from the competition, so let customers know what it is right away.
• Customer reviews. This is becoming increasingly important tool in customer purchase decisions. Make sure you have a way for customers to gage your products and services.
• An easy way to make a gift certificate purchase.
• A promotional offer that compels the customer to pick up the phone and make a reservation.
• Map and clear driving directions.
• Contact information: phone number and email.
• How you write website content is very important. Here are a few tips:
• Keep important information at the top of the page they will scan it first.
• Viewers will scan, not read web content so make it streamlined.
• Keep paragraphs short, concentrate on one idea.
• Use bullets to keep information clear and concise.
• Use Headers and sub-headers to get an idea across to the customer.
• Highlight important information, only use underline when linking.
• If you have a lot to say, keep it high level and add a link to a page that goes into more detail.
• Use an active voice when writing; leave the passive voice for the personnel manual.
• Keep wording simple and straightforward. If it is too complex customers tend to shut down and leave your site.
• Make all awards, distinctions and associations visible to customers; it adds credibility and makes customers feel like they are making good purchase decisions.
• Optimize your website to make sure your customers see the spa website. See my previous post.