Question

Topic: Copywriting

Is It Possible To Write Good Sales Copy For A Catelogue Book Site??

Posted by Anonymous on 3/26/2010 at 10:21 AM ET 125 Points
Hi,

I've just joined and have a dilema that I need some assitance on.

I want to improve the conversion rates on our site www.global-wills.com. To do this, I believe I need to do something with the sales copy. However, because its a catelogue styled site and utilizes a tab approach on the product pages, I don't think it lends itself towards writing good personalized sales copy directed at buyers (you know the type with the headings..."Discover How......").

Has anyone any examples of similar styled sites with personalized copy? Any ideas on what I could do to inprove the copy on the site without ruining the overall professional feel of the site?

Thanks
Martin
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RESPONSES

  • Posted on 3/26/2010 at 11:56 AM Author
    Phil,

    Thanks for the swift reply.

    All of your points are are helpful. In a way, it's a pity you didn't "go on". I would welcome your further views on what we could do with the product pages (apart from the more cordial into) without getting rid of the tabbed features.....this is the primary concern I have....

    Thanks
    Martin
  • Posted by Jay Hamilton-Roth on 3/28/2010 at 9:04 AM Accepted
    Besides Phil's great comments, what's missing is social proof. Can you provide pictures and quotations from people who have benefited from your products? Someone who saved thousands of dollars AND whose legal problems vanished AND were upheld by the court system (it didn't create a different set of problems)?
  • Posted on 3/29/2010 at 7:20 AM Author
    Phil, Jay,

    Thanks. Your points are all 100% valid and useful. I have been doing a lot of research on conversions over the last week or so and, to be honest, have came accross most of these points in one shape or another.

    However, the points you raise do not directly address the specific question that I have asked regarding the use of the tabs on the sales pages (see: https://www.global-wills.com/lastwill.html).

    I accept that by utilizing the first fold off the page as Phil suggests and by adding the social proof that Jay suggests, conversion should improve. However, my key concern is the use of the tab structure and the product features in the top fold of the product pages. It is on this specific element that I would like your thoughts.

    Thanking your for you comments in advance,
    Martin
  • Posted by ReadCopy on 3/29/2010 at 5:46 PM Accepted
    There's plenty you can do to improve your conversion rate, to be honest there is a fair bit you can probably do to increase traffic to the site too, but that's another story!

    Conversion comes from trust and a strong call to action, with persuasive copy. The site is cluttered (I'd be interested to see your bounce rate!) and in my view the call to action isn't that strong.

    Your design needs to be clearer, your copy a little more focussed and compelling.

    To be honest, to do a complete job on the site would require a lot of time from some of the experts on here, the advice we can give in this forum would be bitty and not particulary helpful to you in the long run.

    If you would like some personal advice, then drop me a line, and I'll be more than happy to help point you in the right direction.

    Good Luck
  • Posted by Gary Bloomer on 4/1/2010 at 7:11 PM Accepted
    Dear Martin,

    Is it possible to write good sales copy for a catalogue book site?

    Yes.

    Think about your reader and what's important to them. As for you being an Enodare company. No one cares. If I'm shopping for your service, the knowledge that you are an Enodare company is not sexy, it's not appealing, and it's not solving my problem. So I ignore it. Which means I'm more likely to ignore your entire message.

    Your customers have questions such as:

    What's probate?
    How do I create a living will?
    How do I draw up a will?
    What's an executor?
    What will it cost me to draw up a will?

    And so on.

    No one thinks about this stuff until it's too late, so give people
    the answers. Ask yourself if your friends, family and neighbours understand the stuff you're telling them and if they DON'T rewrite
    it until your meaning is clearer.

    Avoid jargon. Tell people what's what in clearly written, plain English. And consider having a phone number so that people with questions can call in and talk to a warm body with a heartbeat.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA

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