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Copywriters Crucible has a sweet little article about converting customers with the opening gem…

My website is still yo-yoing around Google’s rankings for the search term ‘copywriter’. But that’s ok as I still haven’t worked out how to convert my business visitors into clients when they arrive.

That’s the kind on honesty online we all need to afford ourselves. (In fact, we can’t not afford not to.)

The realisation that my process isn’t quite there yet to deserve the next step and deliver what my potential business customer may be looking for.

Matt then goes on to highlight a recent report from Enquiro Search Solutions about converting business clients…

• When a purchaser becomes aware of an interesting product or service offline (e.g. advert / exhibition) they tend to follow up with online research.
• Over half will begin their research through a search engine.
• 74% click on organic results, and 19% on sponsored links.
• The top four organic listings receive 53% of all click throughs.
• When arriving at a website they’re most interested in finding simple and clear product/service information in a downloadable format. This makes it easier for them to share their research with colleagues and present it to the ultimate decision maker.
• Support information is also highly desirable i.e. general company information, case studies, white papers and knowledge bases.
• The least desired content was the ‘bells and whistles’ such as podcasts, webinars and multimedia presentations.
• Half of the 1000 B2B buyers interviewed would follow up their visit by purchasing online.

So, some more new knowledge and new power to adapt what we have already, and as Spiderman knows only too well, with great power comes great responsibility.