Your company’s website is a key outlet for a potential customer to connect with your business without ever walking into your building. Thanks to digital marketing surveys and website data, businesses of all sizes have vital information available about the potential customers who stop by their websites. One valuable insight is that your audience doesn’t read your website; they scan it. In fact, you have five seconds to capture your audience. Five seconds—that’s about how long it takes to read a text message. People no longer read websites; they view websites. With this in mind, you can understand that your website, especially the homepage, must be clear, concise, and straightforward.
Your website is NOT the time to use 20 words when 10 will convey your message. Your website is NOT the place to display all your product or service knowledge.
Your website is the place to answer 5 essential questions for the viewer. The answers to these questions could determine if the potential customer is converted to an actual customer of your brand.
Although it sounds obvious, many businesses include everything but the answer to this question in their web page design. Your website is only valuable to the viewer if it solves a problem for them. They took the time to browse your website; now they want to know, “What can you do for me? I have a problem. Can you fix it?” This is the value of your website to the reader. When they know instantly that you will solve their problem, they know they are at the right place.
Remember that your website isn’t about you—not your years in the industry, not your years of experience, not your remarkable building. Your website layout should be about conveying the simple message of your ability to meet your customer’s need.
One of the best ways a business can communicate within five seconds the exact problem they are in business to solve is by the use of a tagline. A tagline is a short, memorable phrase that conveys the overall purpose for your company’s existence. Without the need to scroll and without lengthy text, a tagline provides the answer to their essential question, “What do you have that will change my circumstances?” Consumers are more likely to purchase from a business that will improve their day-to-day life.
Potential customers are looking for a problem solver—someone to make their problem go away and make their situation better. Once they’ve decided you have the solution they need, they want to know how you are going to live up to their expectations. Conveying to potential customers that you have a proven plan in place will instill an element of trust. Now is not the time to complicate the process. Keep the plan simple and easy to understand. Consider the use of numbers or bullets:
Visitors to your website now know that you can solve their problem and they understand how you plan to do it, but are you the best company for the job? You have competitors who are targeting the same potential customers. How can you prove that you are as good as you say you are at solving their problem? How do they know they can trust you to come through for them?
One of the best ways to establish your business as a trusted problem solver and an authority in your industry is by letting your past and current customers do it for you. Testimonials and reviews from people who have used your product or service have much more credibility than if you boast about yourself.
You can also include industry awards or customer service awards your business may have received.
Every good salesperson knows to Ask for the Sale. On your website, the clearest way to let your customer know what to do next is to include an obvious Call to Action button. Be strong and direct: Get a Quote. Add to Cart. Buy Now. Make an Appointment. Make it easy for them to take the next step. That’s the purpose of the Call to Action.
Actually, effective websites have a button or link in multiple locations, such as in the middle of the webpage, bottom of the page, and in the navigation bar. Make it easy for a potential customer to become a customer. You’ve gone to time and expense to get someone to your website, so close the deal.
Absolutely! A lead generator is another cost-effective way to add even more value to visitors to your website. It can also serve as a transitional call to action for viewers who aren’t quite ready to buy. The lead generator, such as a free download resource, can be used to build trust and demonstrate that you are an authority in the industry. It also serves to keep the viewer engaged with your business. Just make sure the lead generator is attractive, adds value, and provides helpful content for your reader.
As an added bonus to you, when viewers must input their email address in order to download the resource, it’s a chance to capture an email address for future email campaigns that is sure to reach the target audience—someone you know is already interested in your product or service.
Your website has a big job—instantly capture the attention of the viewer while clearly and concisely answering five essential questions that will determine if the potential customer becomes a customer.
Every website Write Now Marketing creates effectively answers these five essential questions for the potential customer. We would welcome the opportunity to show you how our expertise in custom website design and overall marketing strategy can transform your website into a great first impression and a powerful marketing tool that will turn visitors into customers.
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