Did you know you could get a push reel hand lawnmower that actually mows your grass easier than a power mower? I live in the city with a small yard. A few year ago I got tired of the noise, gasoline, and breakdowns that came with my rotary mower.
So I went “green.” I purchased a cheap hand mower that did a decent job and I got hooked on its quiet, neat, and clean personality. Plus, I got a slightly better workout with this productive and cheap home exercise.
This year, after the cheapie’s blades got dull and the rubber handle broke off, I decided to purchase a top of line hand mower.
So the other day my wife Suzy pulled out her phone and we went shopping online.
Here is our online sales sequence...
Google Ads Work with the Right Keywords
She Googled the following keywords: push reel lawn mower. Walmart, Lowes, and Home Depot appeared at the top of the page in the paid ad section. Ahhh…we had a $130 Lowes gift certificate from my mother, so she quickly clicked on Lowes.
Title Tag on the Money
How did she know Lowe’s had reel mowers? The title tag said, “Reel Mowers at Lowe’s.” Remember to make sure your title tags are specific to the product you’re offering.
Meta Description Reads Our Mind
The category description on Google for Lowe’s repeated practically word for word what I was thinking, “Find Top Brand Reel Mowers for Your Lawn at Lowe's Today!”
So why was this copy so good? You see, I didn’t know what brand names there were for a good hand mower. Lowe’s copy answered the question I was bringing to their site. It was mental telepathy!
Think about that when you write your meta description. You’ll get more clicks if you get that first Yes! from people searching online in the description below the title tag for your category page. And remember, we're still on Google's search page! The sales process has already started here.
Category Page Clearly Lists Brands Offered
So we clicked onto the product Category page at the Lowe's website and came to a nice list of the different brands for push reel lawn mowers. There were 6 listed such as Fiskars, Sun Joe, Earthwise, and more. Suzy recognized Fiskars as a famous maker of scissors, so she figured they would make top of the line blades. She clicked on that first.
Sales Page Gets Our Yes
Simple sales page with photo, name of the product, and price with a nice, bulleted list of features and benefits. No steel on steel contact that dulls blades so you get peak performance without sharpening. Easy click for different lengths of grass. Special technology reduces push force necessary.
I’m sold, now how do I get one NOW! (The grass here in Central New York finally started growing. It seems like we get Winter then Summer…Spring has lost its way.) I need this mower today if I can get it. Otherwise, there’s the embarrassing conversation with my very generous neighbor about borrowing his again.
Easy to Find Delivery Methods Closes the Deal
The upper right column of the sales page answered my availability question right away. Three choices: Store Pick Up, Lowe’s Truck Delivery, Parcel Shipping.
Store pick up sounded really good to me. So, we clicked on the availiability in the two stores nearest us in Utica and found the mower was not in stock but could be ordered online and delivered to the store in just a few days. That's sounds good, but I would love the mower TODAY. So I clicked on a location in the next town and they had one!
How Powerful is Well Written Content on the Web?
An hour later and about 2 hours after our online search began I had our lawn mowed. The mower was powerful, light, clean, and quiet and mowed the grass beautifully.
So when it comes to your website and how you write the content, think of your best prospect’s journey from the search engines to your Category Page to your Sales Page to the Close. Create pages that get "yeses" from your visitors at each step of their journey.
Remember, they want to give you their money because you provide them with something they want. Make it easy for them to get it and you’ll have sales and happy customers.
Until next time,
Nick
NKB Marketing is a web-writing firm specializing in persuasive copywriting and content marketing. It helps businesses grow their brand online with high performance Web writing. It’s owner, Nick Burns, specializes in SEO Web writing, website information architecture, content marketing, consulting, and publishing. He provides clients a winning online strategy plus the content writing to make it work. You can contact him here.
