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Psychologyof C A W J Austin


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Psychologyof C A W J Austin

  1. 1. The Psychology of Client-Attracting Websites Juliet Austin, MA Marketing Coach and Copywriter If you follow the research-based psychological principles of client-attracting websites you will get better results. 1. A Niche Specific Focus  Websites that have a specific niche focus tend to outperform those that have a general focus.  This is true from a visitor’s perspective and also from a search engine perspective. People are looking for specific information that pertains to their specific problems. 2. Website Usability Web usability is about making your website in such a way that your site users can find what they're looking for quickly and efficiently. Web usability studies show that if you re-design your site for usability you can increase conversion rates by up to 83%. Usability studies tell us that:  Websites should have fast loading times – limit graphics.  Design, while important, is secondary to text (copy).  Navigation should be easy to find, the same on all pages and intuitive.  Users eye movement follows an “F” pattern on the screen. They start looking in the top left corner, then scan across to the right and then down vertically, and then horizontal again before looking down the bottom of the “F”.  Headings and subheadings should always be used as most readers scan a webpage and read only the sections that capture their interest.  We should limit the number of elements on the page. The more you have, the more overwhelming it is for visitors. Leave lots of white space.  One column website formats tend to perform better over multi-column formats. _______________________________________________________________________ © 2009 Juliet Austin Marketing Coach and Copywriter
  2. 2.  Photos and Images should be secondary to the copy and should be relevant and reinforce the copy.  Copy should be easy to read – font should be large enough especially if you have an audience over the age of 40. Body text color should be dark on a light background. 3. The Opt-In / Newsletter Subscribe Box  The subscribe box should be at the top of page—top right or top left.  The fewer number of fields, the greater the conversion rate –best to have first name and email or email only.  Be explicit about your privacy policy. 4. Video Introduction  Captures visitors attention—stands out from other sites.  Video is personable and engaging –helps build relationships with web visitors.  Increases trust and credibility.  A cost effective investment—has been shown to double and even triple conversion rates.  Make your video short—less than a minute long.  Focus on your client’s problems and concerns and let them know how you can help.  End with a call to action – preferred response would be to sign-up for a newsletter. 5. Compelling Copy Web copywriting is the science and art of using words to compel your potential clients to take action when they arrive at your site. The action could be sign up for a newsletter, buy something from your site, or call you to book an appointment with you. Copy is usually the most important element contributing to how a website can create new clients. Sometimes changing one word can increase conversions dramatically. _______________________________________________________________________ © 2009 Juliet Austin Marketing Coach and Copywriter 2
  3. 3. Headlines:  The headline is the single most important element on the page. 80% of people read the headline only.  Purpose of the headline is to get the attention of the reader. In order to get attention it must be compelling and speak to the client’s core problems or desires. Body Copy:  Copy should focus on the client, not on you.  Use empathy. Show that you understand the client’s pain.  Make it conversational as if you were speaking to one client.  Make it compelling. Each line should draw the reader in.  Use clear, specific language, free of jargon. If you have to use clinical terms, define them clearly.  Use simple vocabulary and short sentences and paragraphs. A 12 year old should be able to easily read and understand it.  Make It long enough to be convincing, but make sure every word counts.  Use repetition. It reinforces the message. Increasing Credibility and Trust:  Use testimonials and case studies.  Use expert endorsements.  Mention statistics on your success rates, of techniques used, etc. _______________________________________________________________________ © 2009 Juliet Austin Marketing Coach and Copywriter 3