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Setting Up Sales-Generating Do-It-Yourself Pages

In today's economy, auto parts, home improvement / hardware store sites should ramp up the content on their pages to help DIYers do their projects right. But just how do you create a page that assists others and generates sales?

Karon Thackston

June 17, 2009

In today's economy, where auto and real estate sales are down, most people are focusing more on maintenance of their homes and cars rather than replacement. That means the do-it-yourself (DIY) market is seeing a surge as was reported recently in Internet Retailer magazine. What did the publication recommend?

One suggestion was for auto parts and home improvement / hardware store sites to ramp up the content on their pages to help DIYers do their projects right. But just how - exactly - do you create a page that assists others and generates sales?

Quality Content Is Key

First and foremost, give quality content. Don't halfway explain how to replace a broken window or the process for bleeding an air bubble from a brake line. DIYers need details. Give step-by-step instructions for whatever it is that you're describing. Never skimp.

Use Copy and Video Together

If you're delivering the material in writing, offer numbered steps or a checklist that your visitor can print off and refer to as he/she makes the repair/renovation. Include pictures when possible: they can be a vital part of ensuring your reader understands what you're talking about, especially if your reader is a novice.

Better yet, create a video your site visitors can watch and also offer a printable "notes" sheet and/or materials list that they can keep handy while working. I recommend breaking long videos into short segments, so your customers can watch the parts they want without having to repeat the entire 20-minute session on dishwasher installations from beginning to end.

Explain the Benefits

If you're selling a specific type or brand of item, explain why in your copy and/or video. For instance, "Using a 3/8" swivel ratchet with a deep-well socket will make your job easier because you won't have to strain to reach the nut."

Or, "I really prefer ABC brand ratchets because they last longer and can stand up to the stress needed to torque these bolts down."

Your Link to Profits

How do you turn these self-help pages into profit generators? Include links!

Link the items in your material list to the exact page on your site that offers that product for sale. In videos, make mention of specifically where on your site a viewer can find the items needed to complete the project. For example, instead of saying, "Check our site for the exact wrench you'll need," you should say, "Visit the hand tools page of our site and click 'wrenches' in the right sidebar to find the exact wrench you need."

Following these ideas will allow you to give your site visitors the information they need and also help yourself to some increased profits.

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