Your checklist to solve why potential buyers are not buying more online
Rule one: It is almost always about – how you communicate.
Rule two: Your ideal buyers have yet to learn and trust your business.
Your offer(s) needs clarity: potential buyers need to know why – they should only buy from your business and how your solution solves their problem.
Confusion starts: with marketing speak – content and copywriting – meets your product or service.
Buyer CLARITY wins PERSUASION.
How?
First, list the most extensive verifiable, measurable deliverables your business delivers. (facts) into a spreadsheet column – numbered from most significant at the top.
- saves 22%
- increases XYZ by 15%
Second, list the narrative – how to tie the measurable deliverables into a strategic narrative in a second spreadsheet column – a sentence or two that connects facts to your narrative.
Third, review the first and second columns – check whether this reason (narrative) stimulates the conclusion – I want (need) it now.
Fourth, having completed your competitor review does your offer on the spreadsheet give your business exclusivity – I can’t get this offer from any other business.
Fifth, can the offer – have a limited time, limited availability credibly applied to it?
Summary: Buyer clarity ALWAYS wins over persuasion.
To achieve this, highlight how your business can deliver to your ideal buyer deliverable facts—supported by your strategic narrative (buyers don’t want an advert – explain your offer as part of a larger narrative – tell your story that is bigger than just your products and services).
The outcome must be – I want your offer now – I can’t get it anywhere else – it’s for a limited time – I have to act now.
If you offer a landing page campaign – the above framework is the same – it’s a story of one offer on your spreadsheet.
• ONE best solution
• for ONE specific problem…
• that ONE specific buyer type has.
There is more – thinking – in this approach – but the rewards are more.
In other news
- Accenture estimates that sales via social commerce will grow by a CAGR of 26% through 2025 to reach $1.2T
- D2C firms like Function of Beauty use quizzes to personalize hair care products and increase sales.
- 67% of shoppers believe that high-quality visuals matter more than customer ratings or product descriptions, according to Zakeke.
Online trust building:
Increasing online trust, credibility, and authority is crucial for faster growth.
One often missed element is appearing high in search results; it signals confidence to buyers. Potential buyers use Google rankings as a trust barometer. The top three organic (non-advertised) positions on page one of a search result get the most traffic and sales.
Below is a broad framework for how to achieve this.
Keyword Research
The goal is to attract ready-to-purchase buyers.
- Use SEMrush, Ahrefs, or ChatGPT to find keywords and phrases with buyer intent,
- Using related terms will help build “topical authority” with Google, which is fancy talk for becoming an expert and ranking higher for a specific subject.
Create Blog Content:
Write a 3,000 – 5,000 word blog targeting your top Keywords. Be sure to include the Keyword directly in the:
- URL
- Page Title
- Meta Description
- Header 1
- Related Keyword in sub-header (H2’s)
- Alt text for images
- Bonus: Customer infographic
Next,
- Each (H2, H3) sub-header into a 1,000 – 2,000 word article,
- Include 5-10 internal links to make it easy to toggle between the content.
- Embed the keyword-rich links underneath anchor text; Google loves this.
Acquire Backlinks:
When another site links to your website — that’s a backlink.
- Each site is assigned a domain authority (DA) that determines the value of that link.
- The higher the DA, the more helpful the link will be in raising your DA and ranking your content.
- The simple way to think of backlinks is “algorithmic votes of confidence”.
- It’s the Google equivalent of having a large social following — it just makes everything easier.
How can you get backlinks?
- Create detailed content that other sites feel compelled to link to (data sources, infographics, quotes)
- Cold email blog editors and trade links or pay
- Outsource backlinking to a service provider
For the vast majority of businesses – it’s time to get an SEO specialist – chat with me – we can help you find the right one.
Happy Friday.
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Regards
David
