NCET Biz Tips: Jerkbaits, Treble Hooks, and Your Website

Some of you may recall one of Kevin Costner’s better movies, “Field of Dreams.”  While walking in his cornfield, novice farmer Ray Kinsella hears a voice that whispers, “If you build it, he will come.”  Ray then sees a vision of a baseball diamond.  Let’s substitute your website for the baseball diamond.

If you build a website for your business, will more prospects automatically come to your door and use your services?  I contend they will not.  Sad but true.  If all you have is a weak, ineffective, boring website that fails to compel your prospect to read on and take some action steps, then your time, effort, and dollars have gone right down the drain.  You will only land bigger fish with better online content and a website that is something more than a billboard.

That brings us to jerkbaits and treble hooks.  A jerkbait is used by bass fishermen to coax a fish out of cover when the water is cold, and the fish are inactive.  The flash and movement of the jerkbait attract the attention of the fish.  Envision the jerkbait as your website content.  The fish are your prospects.  The jerkbait’s barbed treble hooks latch onto the fish when it strikes, giving it little opportunity to escape.

Every day, I run across websites that lack the barbed treble hooks to keep prospects on a web page for more than a few seconds.  Your prospects and customers are busy and just don’t read anymore.  They scan.  Unfortunately, many websites are also created with a barbless hook.  Barbless hooks are great for product search and needed catch-and-release to maintain healthy fisheries but are poor at reeling in your prospects.

What can you do about it?  Here are a few tips (there are many more) to help you create grabber-type web content, stoke interest in your products or services, and land customers in your fishing net.

• Does your first screen give your website visitor a compelling reason to stay and read in 5 or fewer seconds?  If not, it’s time to revisit your home page.  Your logo, company name, big graphics, and other non-selling features should not take up a sizeable chunk of your 1^st screen.
• Do you have a headline that stops your readers dead in their tracks?  Think of your headline as the label on the package, the sign on the door, or the frosting on the cake.  Your headline decides whether your reader will open the package, open the door, or eat the cake.  Per well-known copywriter David Garfinkel, you have a fighting chance of having minimal to overwhelming success with a good headline.  But without a good headline, your chances of success are next to zero.
• Does your headline convey a benefit of interest to your target audience?  Your headline must answer your reader’s unspoken question.  What’s In It For Me?  (WIIFM).
• Is your web copy written in a conversational style and easy-to-read language instead of corporate speak?  Remember,  most website visitors don’t read; they scan.  It’s always good to use bulleted lists to summarize the content.  Consider highlighting selected keywords by bolding, italicizing, or underlining to help scanners move through your web copy.  Present one idea per short paragraph.
• Does your website employ testimonials, success and brand stories, or case studies?  People like to do business with people they trust and have confidence in.  Testimonials strategically placed in areas that reinforce your content are a smart idea.  Testimonials also serve as reinforcement of purchase.
• Do you have an online form to capture your website visitor’s contact information?  If your website visitor has taken the time to visit your site, you want to know who that person is.  It is good business to capture this warm lead so you can follow up.
• Do you clearly state what you want your prospect to do on your website?  This is the call-to-action (CTA).  Don’t assume your prospects will pick up the phone or send you an email.  Tell them what to do.

A quote from Patricia Fripp, a sales presentation trainer and speaker, helps sum up the above.  “It is not your customer’s job to remember you.  It is your obligation and responsibility to make sure they don’t have the chance to forget you.”

Your website holds the potential to bring you more customers and make you more money.  Invest the time and effort to make your website content memorable, compelling, and persuasive.  Your reward will be enhanced lead generation and a better opportunity to capture the sale.

Bill Leonard is NCET VP of Communications and a freelance content writer of lead-generating case studies, brand & success stories, white papers, and results-driven web copy.  Connect with Bill at linkedin.com/in/billleonardusa.  NCET produces education and networking events to help people explore business and technology.