You must think of your website as your home office. It’s your 24/7 sales team, PR department, front desk, customer service rep and a handshake from your CEO. Would your website content be fired for selling your business only through the current messages on your website?
If you’re not clearly explaining what you do and who your products/services are for, and how you can help improve their lives or business, you will lose customers quickly.
Do people come to your website and still not know what you do? This is something we encounter over and over again. We’ll talk to a prospective client, go to their current site and still feel unclear about what they really do. Once we really get to know them, we usually discover a few important things:
There’s so much more to their story than is being told (on their website, blog, social media channels, etc.).
They’re not covering all of their products or services in their website content.
They’re not communicating clearly what they can do for their customers.
Here are a few simple ways to make sure your website content is clearly communicating what you are about and telling your story.
1. Know your audience and speak to them directly. You are not in business to help everyone. If you can't specifically identify your audience, you’re done. You can have multiple audiences for different services or products, but your content must speak to each of them individually. If you dilute your message for fear of alienating anyone, you won’t really resonate with anyone. It’s the reason shampoo comes in varieties by hair type or desired end result. Give your specific audience a solution to their problems and you will win loyal customers.
Answer these questions from your customer’s point of view:
- What's in it for them? (How are your products/services going to make their lives easier/better/more efficient, more fun, etc.?)
- Why should they care about you? (Why are you different than anyone else in your industry? Why are you good at what you do?)
2. Cover ALL of your products and services. So many times we talk with businesses about what they offer and half of it isn’t even mentioned on their website. That’s such a head scratcher! This usually happens because a business created a website several (or many) years ago and hasn’t really looked at it since. They’re not using it as a sales or educational tool and it’s certainly not luring any new customers in. Make sure you update your site regularly when products or services change.
3. Tell your story. Is your About Page boring? Is it outdated and stale? Would you read your About page (and the rest of your website content) and want to do business with you? There are likely details of your company story that make you who you are that are not being reflected in your website content.
We recently chatted with a company about how they got started. Once they started talking, we learned that their company had begun as a family business decades before the date mentioned on their current website. A younger generation had taken over, changed the name and evolved the service offering, so they went with an abridged timeline and story. The entire story (told succinctly and well) painted a much more interesting picture and created a huge point of difference from their competitors. Their rich history was in the dark.
There’s usually more to your story. Make sure you’re telling it because people want to know it.
Take a good look at your website content. Really read it. Think about it. Ask for a few outside perspectives. Is your content clearly reflecting what your company is about and making people want to do business with you?