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Professional Writing can pay for itself.

Do the Math

By Dan Furman

I talk a bit on this site about how my writing can pay for itself. I'd like to expand on that, because it's something that most businesspeople are interested in.

To start, we need to understand what a conversion rate is. This is big on the web, but it matters in almost all writing situations - a conversion rate is simply the number of people who read your writing vs. the number that take the action you wanted (buy, contact you, etc).

If you send out 100 sales letters and got three appointments, the letter converted 3%. If you have a website, and you make one sale for every one hundred visits, your site converts at 1%.

While there really isn't a universal gauge for conversion rates, it's generally accepted that 1% to 3% is a very good rate for most instances.

So how can you raise your conversion rate?? Simple - get more people to fully read and understand your message.

I don't mean get your writing in front of more people, mind you. If you average one sale out of a hundred views (1%), you'll almost always keep that same ratio if all you do is increase the number of views.

I'm talking about taking that one percent and increasing it. Good writing can do just that.

Simply put, good writing will increase the number of people that read and understand your message. The further someone reads, and the more they understand, the more likely they will want what you offer.

In almost every case, I can increase your conversion rate. This is because people read and understand what I write.

You're probably beginning to see just how good writing can pay for itself. Once your conversion rate rises, you enjoy that benefit over and over again. Day after day, month after month.

There have been instances where my writing has paid for itself within a day (within an hour, even). Raising the conversion a half of a percent can have a HUGE effect on a businesses bottom line. Imagine if a business selling 100 widgets a day at a 1% conversion rate was raised one half of a percent - they would now sell 150 widgets a day.

But depending on your business, you don't always need big numbers.

True story - I rewrote a business consultant's website. Just changed a few words, really. My work got him an average of one extra client a month.

Was I worth it?

Considering that a client for this particular consultant was worth about $10,000 in billing, I'd say yes. Times that by 12 months, and I brought him in $120,000 extra for the year.

In other words, my fee amounted to peanuts for him.

Needless to say, he was (and still is) very happy with me.

Some people look at writing as an expense, and they pass. But smart businesspeople do the math.



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