“My website looks good. Why doesn’t it generate leads?” I resonate with this struggle because I am also revamping a website that failed to persuade users to click the call-to-action button despite the great product offerings. Honestly, there can be many reasons and hence this article is not telling you the reasons. I would rather share three types of content that can persuade the audience to engage. Before that, I also want to share one note I read from my favourite book Building a Story brand - Until we call our customers to action, they simply watch us, but when we call them to action.
Content type 1: Persuade users by stating instant benefit
I understand that not every product intends to bring an instant benefit. For instance, if your product is a gym membership, users do not see any change in fitness and health until they keep coming to exercise. However, if you tell the users you will see results in 6 months, they probably just go away and look for another website. 6 months seem far. There isn’t a sense of urgency.
To state the instant benefit, you can brainstorm from the perspective of time and money. Does it save users time from searching around after they buy your product? Does it help users eliminate the expense because yours is a subscription plan?
Cazoo’s website headliner catches my attention quickly by saying spreading the cost. Who doesn’t love to lower the expenditure?
Content type 2: Persuade users by creating a scene for the audience to imagine
Before you ask about why it doesn’t generate leads, you should take a step back and think why the user would buy your product. Persuading users by helping them imagine your product is going to help them in daily life is important.
Loop showed that the app helped users work with teammates and customers, which provided a scene for users to immerse themselves in.
Content type 3: Persuade users by tapping into users’ inner doubt
Unfortunately, everyone has some doubts or confusion throughout the day. Can your product help them reduce their inner doubt like stress, and worry? Or can your product help them enhance their self-esteem or confidence? If yes, tell the users.
As a task management tool, Todoist indeed helps users organize tasks. More importantly, it stated it “read that mental clarity”.
Instead of just saying that clean-pressed juice can be kept for a long time, Phyll highlighted “no stress” as users do not have to think about how to store it and when to consume it.
