Use your Alpaca Website to Give your Audience
What it Wants

Alpaca website copy should inform and move visitors to take action

One of the hallmarks of successful websites is providing valuable information to their target audience. For alpaca ranchers wanting to sell their animals or offer consulting services for aspiring ranchers, the opportunities for building a dynamic website full of useful content are vast.

Basically, the majority alpaca owners and breeders’ prospects fall into two categories:

  1. Existing alpaca ranchers looking for alpaca services and animals to further build their stocks

  2. Potential alpaca ranchers researching the industry

A critical component of successfully converting people from site visitors to paying customers has much to do with providing them with what they want. To capture the attention of those immediate customers (plan to purchase in the next month), you want to convey as many details as possible about your alpaca farm, and your alpacas.

Provide photos and background on your animals and as much information on your website as you can before you prompt them to contact you about purchase. Age, breed, who the alpaca has been bred to and any progeny and registration certificates are just a few of these details.

Not only will this save your prospect’s time, it will save you time as well since it’s more likely only those who are about to buy will contact you. Another benefit – people will feel more comfortable dealing with you since they’ve already learned extensively about you and your animals online.

The other audience your site needs to appeal to – aspiring alpaca ranchers – may not be ready to purchase but you can use your site to start building relationships with the next generation of alpaca ranchers. Many of them will eventually be looking to buy quality alpacas to build their ranch’s inventory so they will remember your site as being credible and offering quality information.

More likely than not, they will turn to you for alpaca purchases and breeding services.

When writing for your alpaca website, focus on customers, not you

Two ideas you should always keep in mind when writing web pages for your site:

  1. Target copy for your audience, not just your farm

  2. Make your copy easy to read.

You want your customer to get the impression that you care about their situation and you’re there to help them find answers to their questions or solutions to their “problems” (in this case, problems can be defined as finding quality alpacas for sale, or quality breeding and grooming services).

Continue reading for a few tips that can help you accomplish this:

  • Use “you” type language rather than “we” and “ours”

  • Make your copy easier to read by varying the length of sentences and paragraphs

  • Use a conversational tone when writing – make the reader feel like you’re talking directly to them

  • Incorporate subheadings and other special formatting elements to make your main points and draw the reader’s eye down the page

  • Strategically place your “call-to-action” to motivate site visitors to take whatever action you want them to (click on a link, contact you, download a newsletter, etc.)

Your alpaca website should be built with pre-determined goals in mind. Each word on your site should support these goals using language that engages the reader.

Create unique value by differentiating yourself from your competitors

Last but not least, you want to draw out differences between your alpaca farm and others. Why should visitors to your website be interested in doing business with you rather than someone else?

Creating and communicating this unique brand image is becoming more and more important as more alpaca farms market themselves online. In essence, you don’t want to appear to be like all the others.

Three ways you can set yourself apart from your competition include:

  1. Highlight important aspects of the alpaca business that your competitors are neglecting

  2. Create a website design that sets your alpaca website apart visually

  3. Develop unique content that offers readers more information and a unique look at your ranch

This is just a quick summary of how you can differentiate your alpaca website from your competitors. Creating this unique brand image can pay dividends in the long run.

Developing unique content for your alpaca website is by far one of the biggest elements to being successful online. Following these tips can help ensure the investment of time and money into your website will pay off in the end.

Take a look at some of our sample sites and learn more about effectively marketing your alpaca ranch online through the North American Alpaca Catalog today.