Website Writing to Meet Stages of Buying

We sometimes think of buying as a yes/no decision: either someone wants what you have to sell or they don't. But a purchase can be better thought of as a process, where a prospect moves through several stages that lead up to the final yes/no decision.

At any point in the process your website can either help the prospect move forward to the next stage, frustrate them within a stage, or cause them to leave. When you are writing for your website, make sure you have content geared to help prospects through the four stages of browsing, thinking, choosing, and then buying.

Browsing

People who are browsing are collecting general information. They might have an idea of what they are looking for, but are just getting started in the process. Your site should convince them:

• That they need your product or service
• It's valuable enough to be worth the time and money involved
• Why they should care enough to continue

Your website can help browsers get motivated by shouting the benefits of your product or service from the proverbial rooftop. Explain how buying from you will save them time, make them money, draw them admiration, keep them safe, or nourish their soul. No matter what you are selling, paint a picture of the better life your prospect will have once they have purchased from you.

Thinking

People in the thinking stage know they have a need, but they also have questions and concerns. Your website can help thinkers if you can put yourself in your prospects' shoes and address every question you can think of. Typical questions include:

• How much will this cost?
• How long will it take?
• How can I ensure quality?
• What happens if things go wrong?

You can answer thinker questions directly and indirectly. A mixture of both is a powerful combination. Examples of direct answers are a list of FAQs or a subheading on a page that baldly asks "How much will this cost me?" Indirect answers include customer testimonials that speak to the quality of your service, certification logos, or your money-back guarantee.

Choosing

Now that you've addressed their concerns, help them decide to buy from you, rather than anyone else. Again, you can tell them both directly and indirectly. A direct "Why You Should Choose Us" page is never a bad idea. A portfolio of successful projects is a proven way to indirectly sell to choosers.

Be careful if the only reason for choosing you is your low prices. In a global economy, there is almost certainly someone out there who will sell for less. You don't want to get stuck in a race to the unprofitable bottom. Think instead of the unique value you provide. What combination of factors makes you the best choice?

Buying

At this stage, you've got someone who wants to make a purchase from you. Don't delay or frustrate them—they might get distracted or just decide to walk away. If you have a shopping cart or even a mildly complex form, it must be easy to use. To make sure, watch silently as five ordinary people try it out. If you have a physical location, provide a map and driving directions. If you want people to contact you, include your phone number and email address on every page. Strive for simplicity—our lives are complicated enough already.

Effort and Reward

The more complex and expensive the products or services you provide, the more time people will typically take moving through the stages and the more effort you should put into helping them along. If you take care of prospects in each stage of the buying process, they will take care of you.