What does copywriting and content have to do with your sales funnel? A lot. A ‘sales funnel’ refers to the buying process that companies lead customers through when purchasing products, or for many Roatan business owners, getting a customer to book accommodations or tour packages. Sales funnels are divided into several steps, which differ depending on the particular sales model, but all have three main phases:
A web visitor has located your site and has become interested in the products or services you are offering. This is where the ‘awareness’ takes place, strategic content to quickly show visitors what you do and why you do it best to drive their interest.
The visitor is starting to gain trust, has read through your blogs and visitor reviews and is starting to consider you as the solution to their needs. This is the relationship building phase.
At this point, your sales lead trusts you but generally is making a decision between your company and several others. Over 65% of shoppers abandon their purchase during the check-out phase. Set proper expectations, have competitive prices and don’t fall into the ‘sticker shock’ trap where suddenly all your taxes and added services fees get tacked on to the rate you have been promoting, making your final price unexpected to the shopper.
Copywriting / Content Strategy Designed to Support Your Sales Funnel
To have a website that converts customers, copywriting and content is a really important factor. If you have not strategically thought about how the content on your website fuels your sales funnel process, start thinking about it now. What on your website is driving customer interest, gaining their trust and providing a call to action so that they do business with you?
If you are confident that you have the proper content to generate interest and consideration, but are seeing low conversions based on your web traffic, consider implementing a few of these content strategies:
- Create a sense of urgency with a limited time sale or promotional offer
- Add an exit-intent popup with a special offer as the visitor is leaving the page
- Provide a downloadable resource guide or newsletter sign up to capture leads email addresses, so you can send personalized offers at a later date.
Well written and SEO optimized content will increase your reach online, and attract customers that are searching for the products and solutions you offer. Once you have driven organic traffic to your site, helpful resources, trust building content and a persuasive call to action will help lead them to purchase. And that is how copywriting and content are what drive the success of your sales funnel.