I was at Target earlier looking for a specific kind of lampshade. After looking and not finding the one I wanted, I asked the closest clerk. She was a young woman stocking shelves the next aisle over. I asked her about the shade and she knew exactly what I was talking about but told me that Target didn't carry that particular shade. "But," she said, "you can always go online to the manufacturer of the lamp and probably get just what you need."
My point is, people are increasingly looking for solutions online. The trust-level has risen. People are no longer leery of purchasing online (most people that is). The world is basically made up of two types of people: introverts and extroverts. The internet was created for introverts. They won't pick up the phone. They'll scan your site looking for the answers they want.
For a customer base looking online for solutions…what do you have to offer them? Have you screened your pages to look for the questions the visitor will have and provide the answers to those questions. I'm not just talking about an FAQ page. That should be the minimum that you provide.
Your copy should be written in such a way to answer those questions. When your copy is full of answers it will get read. People will stay on your page and click where you want them to click.
But the day is rapidly coming (if it's not already here) when those visitors to your web site will simply click away if they don't get the answers they are looking for. It's time to make your web site your number one customer service tool, your number one problem solver.
I’m at the point where I click away today.