Optimizing Your Renewable Energy Website (Part 2 of 3)
This is the second in a series on strategies for optimizing your renewable energy business website.
Download the entire article, 25 Renewable Energy Website Strategies: Maximize the ROI of Your Website and Convert Readers Into Customers, at www.RenewableEnergyWriter.com.
1. What’s on the “First Screen”?
The “first screen” is the top part of your home page that’s visible to readers before they scroll down. Because readers may quickly become overwhelmed by the amount of information presented on even a well-constructed home page, you must make optimal use of this space.
Because the first screen is valuable real estate, don’t permit your website’s header to take up most or all of it.
Do make sure that a headline (see Part 1) is visible on the first screen, along with the captivating introduction of your essential sales message.
2. Are You Using AIDA?
A powerful formula for good copywriting is AIDA, or Attention, Interest, Desire, Action.
First you must capture the reader’s attention. This can be accomplished with a powerful headline as discussed in last month’s article.
You must then stimulate your reader’s interest by showing why she needs your product or service.
Next, you should excite your reader’s desire by demonstrating how your product or service will satisfy her need.
Finally, ask her to take action by doing something. For example, ask her to:
- Download a brochure, case study, or white paper
- Call to speak with a sales representative
- Complete a purchase
Online AIDA copy should not read like advertising. People go online to obtain information, not to be advertised to. Write your copy to sound like advice, a case study, or an editorial. Forego advertising hype.
3. Would a “Can’t Refuse Offer” Make Sense?
Once you’ve grabbed your reader’s attention (the A in AIDA), making a “can’t refuse offer” is one way to take care of the remaining three letters of this acronym in short order.
While not relevant for every business, if you can find a way to make such an offer, you will get that much more traction from your website.
A “can’t refuse offer” should align with your reader’s needs and desires, summarize the key benefits and advantages of what you’re selling, and leave the reader excited and motivated.
Doug Hanvey, the Renewable Energy Writer, is a freelance copywriter and marketing strategist for renewable energy and energy efficiency businesses large and small. Contact Doug at firstname.lastname@example.org or (812) 322-6202.