Use compelling sales copy to overcome perceptions & objections

On the weekend I decided that the carpets at home needed a clean. It’s been raining quite a bit down here in Melbourne; the yard is a little muddy and the kids love nothing better than to run in from outside and stomp their muddy feet all over the place.

Like many people, I went to Google and started searching for local carpet cleaners.

And like many people, I had a preconception that carpet cleaners were a dime a dozen and because of the competition in the industry, pretty cheap.

I started getting paralysed by all the options, but in the back of mind, I remembered a company name called Drytron (wow, TV and print ads actually do work!).

I went to their website and was really impressed, not so much with their SEO, but with their website copy.

It was clear to me that they’d really done their homework around common perceptions surrounding the carpet cleaning industry and that carpet cleaning is generally cheap.

Their key differentiator is quality, value and service. The opening paragraph is subtle, they use quotation marks around their message to give it a real human touch and they connect well with the picture of the man and his professional looking van.

In that one paragraph, they also overcame all the preconceptions I had about trying to save money on carpet cleaning; I want these guys to do the job.

In your business, you probably already know (consciously or subconsciously) what the likely objections are in your customers’ minds. Your job is to overcome them on your website.

As Conversion Rate Experts discuss in their recent case study (where they helped a UK-based online travel agency make an additional £14 million per year), “Improving conversion isn’t just about expressing benefits; it’s about overcoming all the major objections.”

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Chris Thomas heads up Reseo, a search engine optimisation  company which specialises in creating and maintaining Google AdWords campaigns and Search Engine Optimisation campaigns for a range of corporate clients.