Is your company’s website too self-absorbed? If it is, it’s not an effective marketing tool for your business.
The first thing visitors to your site want to know is…
How can you help me?
What will your business do to benefit my family, or improve my business, or make my life easier? That’s what your website needs to focus on. Everything else supports your claims. If your potential customers don’t feel this from the beginning they’ll click away and find a page that will solve their problems.
Your webpage needs to show you can help your customer because:
1. You understand their problem and know how to solve it for them.
2. There are real people running your business. Put pictures of you and your staff on your “About us” page. Don’t be an anonymous, faceless company. Connect with your visitors and show you care.
A lot of companies find video works well for making personal connections. Some people are not readers. They want to watch something or someone. You can send a personal video message to your potential clients telling them how you can help them. Or you can have how-to videos that show your visitors how to do something related to your site.
3. You have expertise in your field. Prove you have knowledge by writing informative articles. Brand yourself as an expert in your industry.
4. Their questions are answered. You have an extensive FAQ page that gives clear answers in an easy to read format. And if they can’t find the answers there, you have an email address where they can ask further questions.
5. You have a large product line or list of services. A webpage gives you the opportunity to explain your various products in detail and explain how they benefit the buyer.
6. You’ve done the research for them. People buy for emotional reasons, but then they want to back-up their decision with facts and figures. Don’t make them search the internet for this information. Give it to them on your page.
7. You’ve helped past clients. They’ll know this is true because you have glowing testimonials about how professional your company is and how easy you are to work with.
8. You have a clear call to action. Your webpage should tell them the next step to take. “Order Now”, “Sign up for free newsletter”, “Enter your email address here to get your free ebook”. “Call for a free quote”.
People want to do business with someone they feel they know and trust. If you show you can help them and tell them specifically how you can help them they’ll want to know more. Make the next step easy for them and you’ll have a new customer. And new customers are the true test of effective marketing.
Always remember when visitors are searching the web they’re usually looking for quick answers to their problems. Your page needs to give them information in a clear manner that doesn’t require reading endless pages of text.
Most people read on the web by scanning. That’s why sub-headings and bulleted points are so important.