Have you ever considered what usually happened when a visitor entered your site from search engine or other traffic sources? Could you be sure they were reading a few articles? Did they like what you had to offer as part of your site content? How many of them leaved and never to come back again? Worse still, how many did actually like your content but forgot your web site address later?

While some of these information can be tracked using web analytics software, let’s not go into that in this post. We have more important thing to do, and that is to capture the visitors so we can keep in touch with them later.

The Power of Words That Build Strong Copy

Everyone of us has visited a site that says something like the following in the headline:

“Welcome to XYZ”

“We strive for excellence”

“Cost effective solution and durable”

What do these headlines convey? Nothing obvious, right? Often after reading the whole page or a few pages on the site, we still can’t understand what the site has to offer.

Consider this. People don’t read online. Most of them visit a page, scan the page quickly for interesting objects — headlines, sub-headlines, images, etc., scroll up and down and see if anything catches their eyes. If none of them is, they click the browser’s back button or continue with whatever they’re doing.

Even if they spend the time reading, nothing irks them more than clever copy that delivers no value or communicate nothing at all.

A web site is a tremendous place for your prospective clients or customers to learn more about your business. Good copy can immerse them in for more. Bad copy turns them off. It’s as simple as that.

Every page on your site must delivers valuable information and encourages the visitors to take action.

What Action Should You Focus on?

Market researches show that it takes 6-8 contacts before a prospect will take up your offer and do business with you. The problem is, rarely do they visit your web site 6 times unless they have a problem that desperately need a solution very soon.

This may sound bold but the purpose of any informational site should be to capture the visitors’ name and contact information. If they are interested in your content, you want to follow up with them later and give them more valuable content. Offering an e-newsletter is the easiest way to provide value while at the same time be able to get in touch with the existing subscribers.

What can you offer in the e-newsletter?

• Send them more educational articles so they understand their problem better.
• Give them possible solutions to their problem and specific product that you have created for them to solve the issue.
• Offer them free teleseminar or other goodies with high perceived value that they can consume at their own place and time.
• Recommend them to other products or services that may help them solve the issue.
• Sell your products and services.
• Ask them for feedback about your product or opinions on future products.
• Give you ideas about which products they want you to create.
• And much more…

Value Comes First

Remember, even though e-newsletter is a powerful way to keep in touch with your prospective customers, they subscribed mainly to get information pertinent to their needs and wants.

Don’t push your products too soon. Show them you are willing to help them. Be sincere. Build relationship and credibility. Think long-term business goals and customers.

Money comes later.