What telemarketing taught me about websites

When I was younger - I had a few positions as a telemarketer. I worked a few companies; selling anabolic steroids, broadband upgrades & eventually mortgages. I feel like a few of the key concepts I picked up there translates well to designing sales websites.

1. State your value proposition asap - This is fairly clear, people don’t like having their time wasted. If you’ve got something you think they want, don’t be coy, let them know you have it; immediately! This does not necessarily mean that you want to point them to the sign up - but you should let them know you have something they want.

2. People are informed about what you are selling - I would never expect to be the first person to have called my prospect. By the time I get to them, if they would be willing to talk to me - I would know that they know the market and are only expecting a better deal. The same goes for website visitors, they more than likely know the market and want to know why you’re the better choice. That’s why they’re at your site!

3. But they don’t read the fine print - As part of the closing of every deal I had - I would have to pass the person buying onto a legal person or higher up who would read rights and verify interest (or in the case of mortgages, sending a closer out to their home). The same applies to websites - no one will read your content. SERIOUSLY. If you want something to be read, make it terse, to the point & LARGE.

There is a lot more that goes into converting a visitor into a customer - including layout, user feelings & visitor qualifications - to name a few.

I agree with Kevin Hale of Wufoo in his theory that you should treat your website as a way to court visitors into marrying your service. Essentially treating your website as an extension of yourself in the search for a fulfilling polygamous relationship with (hopefully) hundreds of thousands of partners!