Increase Your Website Conversion Rate By Getting Out of Your Box

September 7, 2011Leave a reply

I don’t like to swear.

But to make a vital point I’m going to swear. Multiple times. The vulgarity will gush.

Brace yourself – and don’t say you weren’t warned.

The single most important attribute website copywriters must possess and cultivate is empathy. And your, ahem, “box,” is strangling yours.

There. I said it.

See, “box” is a four-letter word when it comes to website conversion rates. I feel nasty just writing it.

Your–(cringe)–box is your view of the world.

Your preferences and desires. Your perspective and attitudes. Your view of your offerings and qualifications and why your customers should care.

Guess what? Your prospects, customers, and website visitors don’t give a hoot for your box.

They live in their own box, and if you want to sell them, you’ve got to crush yours and live from theirs.

Your box harbors your blind spots and limiting factors.

Only by getting out of your box can you identify and overcome those to grow your business.

For example, I’ve consulted with dozens of financial services clients.

There’s one question that tells me everything I need to know about their business: “How have your clients fared in the recession–have they lost money, maintained, or gained?”

You can guess what the answer is for 95% of them.

Still, they want to spend hours explaining to me how they’re different, that they “really care” about their clients, that they’re more qualified and educated than other advisors, etc.

It doesn’t matter if they have dozens of official designations with important-sounding initials oozing from their business card.

Only one thing matters to their clients and prospects. Find out how to give them that and you’ve got a message worth sharing — something to make your website conversion rate jump.

What do your prospects and customers care about? Why should they switch from a competitor to you?

Which of their problems do you solve (versus the problems you think you solve)?

What are your flaws and weaknesses in the eyes of your customers? Are you seeing them?

Does your website copywriting try to educate your customers on why they should care about you, or simply give them something they actually care about to begin with?

Empathy is the magic ingredient that will increase your website conversion rate and grow your business. That is the secret sauce, the x-factor of successful businesses and persuasive website copywriting.

It’s what gets you out of your box and into the box of your prospects and customers.

And when you see through their eyes, feel through their heart, experience their frustrations, envision their goals and dreams, you’re able to craft your offerings and message to resonate with them.

Here are a few questions to help you do this, as provided by copywriter and consultant Jeff Sexton:

  • What are their fears?
  • What are their secret hopes and dreams?
  • What (and who) do they most admire?
  • Who (or what) holds power over them?
  • What frustrates them?
  • Where have they come up against limitations and failures?
  • What’s their current worldview when it comes to your offerings/message?
  • What conventional wisdom do they subscribe to?
  • Where is the system and the conventional wisdom letting them down and leading them astray?
  • How do they see themselves?
  • What’s the biggest threat to that self-identity?
  • What keeps them up at night?
  • What do they wish for before blowing out the candles or while seeing a shooting star or when praying?

You can spend your life trying to sell people your box. Or you can simply give them what they crave inside theirs.

Which do you think is easier and more profitable?

Now, enough swearing for one day. Go cleanse your mind by cultivating empathy for your prospects.

Get inside their heads. Figure out what they want. Then give it to them on their terms.

Empathy is the key that will unlock your limitations, increase your website conversion rate, and boom your business.

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