TOC #197: I got ghosted
(October 1, 2024) Two Simple Website Must-Haves To Improve Conversion
Famous last words:
“Hi, is this available?”
And you never hear from them again.
You've probably been there too, if you've ever tried to sell anything on Facebook Marketplace.
I'm sure you know the drill; it usually goes down like this…
The potential buyer sees your item, thinks about it for a nanosecond, then clicks ‘send’ on the automated “hi, is this available?” message.
Aaaaand they never give you a second thought.
UNLESS!
…you've actually given a shit about your listing.
Then you can be pretty successful. Then people actually respond beyond your “yes, it's still available!” message. Then people actually come to your house and buy your thing.
If you list your old bike helmet with a single bad-lighting photo, a one-word title, and a generic description, no one's buying it.
If you post your dresser with a couple blurry pics and no dimensions listed, you're gonna be wasting your time answering the same question over and over for people who are definitely not taking action, when you could've avoided all the extra communication by just adding one more thing.
You see where I'm going with this?
When you don't put in the effort to describe something appropriately, or show it off, or explain why it's so great, you don't get the results.
SOUND FAMILIAR AT ALL? 🤔🤨🧐
*cough cough* is this maybe something you're guilty of doing to your website copy?! *cough cough*
Two Simple Website Must-Haves To Improve Conversion
I need you to know, before you read these tips, that I thought of the idea for today's newsletter as I was waiting at the post office, scrolling through Marketplace on my phone, thinking about how skid some of the listings were.
I came across a listing for a dresser, which I've been on the hunt for for an embarrassing amount of time — I've been living in my new house for a month and all of my clothes were in a literal pile on the floor until literally two days ago (and that only changed bc my friend Alli legit asked me if she could come over and clean it).
It was painted BTL blue, so, naturally, I needed it. I drove an hour and a half roundtrip to get it.
And I was perfectly content with that being the story for today.
Then, an hour before I sat down to write this, I heard a loud BANGING on my front door.
First name / Bestie, when I tell you I JUMPED OUT OF MY SKIN, I am not playing. I thought I was getting fucking murdered or burgled or stolen straight out of my home.
It was an angry bang. Like someone had a problem.
(Naturally, my first thought was oh, fuck, my neighbor's wife found out I told everyone about her man's ED pills.)
One thing I never thought I'd miss about my apartment? A PEEP HOLE.
Because Lord knows I did NOT want to open the door, or poke my head through the living room window to see the front door, because obviously my death waited on the other side, and I've got too much to accomplish to die tonight.
Eventually, the banging got so loud I thought the door was gonna be broken down, so I (reluctantly) opened it.
A crotchety old grandma was staring back at me.
I'd never seen her in my life, and in that moment, I would have rather had my limp d*** neighbor on my steps, because god damn was she scary.
“CAN I HELP YOU???” I yelled, in my most intimidating voice.
First name / Bestie this poor woman was there for MARKETPLACE. To buy a stroller. I forgot about her.
She drove an hour to my house to get a freaking stroller. And I screamed in her face.
Honestly, I have no regrets, she was actually really rude, and I wish I'd sold the stroller to someone nicer.
But damn. I'm still scared. She freaked me the F out.
That's all, I just needed you to know that story.
Okay, here are your tips now. xo. 👇
#1 — Answer their questions BEFORE they have a chance to ask them
I've said it before, and I'll say it again (and again, and again):
The best copywriters are what? MIND READERS.
And it doesn't take much more than a quick “hmm, what might my readers wanna know?” brainstorm to take your copy from generic to specific.
Being anticipatory is one of the best things you can do for your website copy. I call this catching a case of the Mouse Cookies — a term that shouldn't be new to you, if you've been on my list for a while.
If you give a mouse a cookie, he'll ask for a glass of milk. Then, he'll ask for a straw to drink it. Then, he'll need a napkin to…
You get it.
If a reader is thinking about hiring a website designer, they'll need to know which platform the designer specializes in. Then, they'll need to know how much you charge. Then, they'll need to know what your availability is.
See what I mean?
#2 — Sell the transformation or end result you're providing, to show them what their new-and-improved life could look like
When you're listing something on Marketplace, you're often over it. You don't care about the listing, or making money, you just want it gone.
…and, hate to say it, but some of y'all are approaching your website copy in the same lazy way.
You invested in branding, and design, and a website hosting platform, and somehow, copy's the last thing on your list, and you're ready to cross it off and get it over with, fast.
…and you're forgetting that COPY is THE. THING. that'll secure that sale.
It's how I sold a $25 vanity from GoodWill for $250.
The term “vintage-inspired” made the piece worth $225 more than I bought it for, in the eyes of my Facebook community.
It's how I sold a 5-year-old stroller with sun damage and stains.
I took an extra two minutes to write a couple sentences about how easily the stains could come out with dish soap and a rag, and painted the picture of how nice it'll be to stroll with your baby this fall and seamlessly switch from grass, to dirt, to sand, to any terrain you encounter, with ease.
& suddenly a dirty stroller was a gorgeous family afternoon.
COPY sold those things. Not the photos, or the aesthetic, or the brand names. Copy.
So, spend the time on it. Care just a liiittle bit more about it than a Marketplace description, and you'll be golden.
😉
Want to learn how else you can improve your site to, as a result, improve your CONVERSIONS? Read this. 👇