Why do people visit your website…

| November 16, 2009

…instead of someone else’s?

Life’s never straightforward. You’ve filled your website with well written, entertaining, inspiring, key word rich copy. It is easy to navigate and the content is laid out perfectly for scan-reading. You’ve built links ’til you’re blue in the face. You’ve dragged your business painstakingly on to page one of Google with natural SEO. And your products are unbeatable. But you can’t account for people’s quirks. Here are three recent examples of completely irrational buying decisions:

  • I won a new customer recently because she liked the fact that we share the same surname
  • A client of mine won his latest project because his business has the same name as his new customer’s house
  • Today I chose an online organic gardening shop because I loved the colours they used on-

It’s personal

All three circumstances had something fundamental in common. Each resonated on a deeply personal level, striking an unexpected chord of familiarity in the prospective buyer.

When there are loads of similar options to choose from many people, whether they realise it or not, will hang their buying decision on an emotional response. At best this is flimsy reasoning but the pull of gut-level familiarity – that shock of recognition – is incredibly potent.

Brand builders all over the planet would kill for a way to tap into people’s quirks. As would freelance copywriters like me. In the absence of mind reading skills, we plod along the best we can.


Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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