How Do I Make My Websites Sell More/Better?

I got this question posed to me via private message at a marketing forum, so I figured I would write a blog post so I can explain things in detail and also make the answer available for others to read.

Here’s the question/request:

Hi Daniel,

I hope I am not bothering you but I need your expert and knowledgeable opinion on the current problem that I have.
I have a few blogs on different niche that provide useful information and tips on the particular niche. In other words, these blogs are just informational blogs that does not seem to have anything to sell. The only way I monetize the blogs is by placing affiliate banner ads at the sidebar which is above the fold.
For your information, the visitors to these blogs are mainly from organic traffic as well as from article marketing. The people who come to these blogs are actually looking for a solution to their problem.
Since these blogs of mine do not look like a sales page/ sales letter, how do I make visitors click on my banner ads (my aim here is to make these visitors buy through my affiliate link that is embedded in the ads)?

Thanks

Name Omitted for privacy

Here’s my answer/thoughts on the matter:

You have to know your niche and how they like their data presented.

For example, SEO folks absolutely love to delve into the minutiae of tactics, strategies, analysis and results of using certain SEO services or methods.  They like “long-winded” articles and since they’re serious marketers with serious intentions, they’re also action-takers.

Therefore, what sells well in this niche is no-BS articles that aren’t full of promise and hype but filled with information that tells them whether or not something worked for ME/the writer reviewer/tester, therefore should work for them,too.

Pre-selling and “belief generation” in done with solid content which this audience seeks out and appreciates.

Another example is the forex trading, investment niches…

These people also like to read the fine print and won’t click off a page due to boredom after reading 100 or so words, (from what some of my peers in this niche tell me….) Long sales pages and lots of detail is wanted and appreciated here and leads to this audience making better decisions, or at least believing that they’re making better decisions.

More information is better here, as opposed to other niches like the MMO (make money online) niche where there’s a continual epidemic of non-focus and non-achievement…

The point here?

Understanding how your audience likes its information delivered is the second most important pre-selling concept; second only to knowing what their problems are and how you are going to offer solutions.

In the MMO niche hype sells, plain and simple.  It’s a fact and that’ll probably never change for newbies, but more experienced marketers know when they’re facing hype and fluff and not experiencing quality options.

How to make your website sell when you already know the problems and are also offering the solutions (via banner ads like the questioner is doing) ?

Banners work to a certain extent but some niches are prone to “banner-blindness” meaning that site visitors see those banner ads but don’t actually “see” them, if that makes any sense…

Simple copy writing truth that stands the test of time:

Words Sell, Pictures Don’t (as well as the words that compel others to buy)

If your website is getting organic traffic via content that is “speaking to” the target audience about the problem they currently have, but only offering the solution via a banner ad click, that’s not as effective as presenting your solution amidst/amongst the text on your site where you’re discussing the problem and the solution.

In other words, put your call to action (click this affiliate link here to solve your problem) right where your readers are going to see it and at the optimal time and/or place for them to see it.

The outline for web content that sells:

1. Present the problem
2. Discuss the problem
3. Close the deal via proffered solution
   

#1- Present the problem, concern that you know your target audience has, and that you’re going to address

#2- Discuss this in detail to get the reader “on your side” to demonstrate that you know what it’ s like to have that problem and to exhibit some authority on the topic.  Authority begets “belief generation” which is another way of saying pre-selling.  And proper pre-selling is what makes the sales come easier.

For example:

As you’re reading this you might get the “belief” that I actually know what I’m talking about here, therefore I’ve sold you on my, ahemm… “authority” and could very easily tell you that my ebook on improving web conversions is the answer and the solution for the problem I am discussing in this post.  I’m not doing that here, but my point is, so far I’ve discussed the issue in detail, have demonstrated via (all humility aside) good content that speaks to my knowledge.

After you’ve discussed the problem in detail and exhibited authority, and actually gave some useful tips, it’s time to close the sale.  You’re in business to help people find good solutions and pay your bills, and closing the sale is what pays the bills!

#3- Therefore its time to close your readers…(after your pre-selling content did its job)

Present the solution at the height of the most promising parts of the content, the part where you’ve made the problem seem so bad that your readers are foaming at the mouth, feeling the urge to solve the problem, or merely at their height of belief in you, and your content.

Let’s use a real life example so this isn’t all just impractical, intangible theory.  We’ll use the “cure acne” niche.

#1- How to cure acne is the title and focus on the article, and we’re offering various acne relief/acne cure solutions via referral links

#2- Discuss the many problems youths and other people have with acne, (self esteem issues, social stigma, maybe even some real health issues posed by having a severe acne problem.)

#3- Discussing the myriad solutions available for acne sufferers:

Tell your readers (as a supposed authority on the subject) what solutions are best for certain age groups and levels of the conditions people might be experiencing.

• If you’re a severe acne sufferer between the age sof 12-19, then XYZ is the best solution right now (aff link here)
• If you’re a mild acne sufferer between the ages of 12-19, then XYZ is the best solution right now (aff link here)
• If you’re a severe acne sufferer between the age sof 20-35, then XYZ is the best solution right now (aff link here)
• If you’re a mild acne sufferer between the ages of 20-35, then XYZ is the best solution right now (aff link here)
• XYZ is the best solution right now (aff link here) for women seeking natural solutions for clearer, healthier, younger-looking skin.
• XYZ is the best solution right now (aff link here) for young women/girls who want clearer, healthier, skin.

You offer these affiliate links amidst (seemingly) authoritative content.

A better way to think of this is that you are offering solutions, not referral links.

Present the problems and the solutions in the right way, and your websites will convert better.

 

Any questions? Let me know in the comments area

 

 

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