By all accounts, I run a few pretty successful websites. Ultimately, they are responsible for a huge chunk of my business.
The main thing that makes my websites work is the simple fact that they convert. Meaning a certain percentage of people who visit my site take action (in my case, contact me for my services.) This is commonly called “website conversion”.
There are a ton of factors that influence website conversion. The quality of your visitor, what you say, your headline, how your visitor got there, etc. So I’ll start another “ongoing series” and begin discussing website conversion tips here in the blog. And with that said, here’s today’s conversion tip:
Make sure your website focuses on solving a visitor’s problem
Your customers didn’t come to your website to listen to music, find out how many awards you’ve won, or learn about your environmental causes (”save the snails!”) They came to your website because they have some kind of problem. And you need to let them know, almost right away, that you can solve their problem.
For example, I let you know right away that yes, I can solve your writing issues. I don’t make people wonder if I can help them – I let them know right away I have the answer for their writing problem.
Expanding on the above, many businesspeople do not know why their customers came to them. I once wrote for a private investigator’s website. At first, all he wanted his site to talk about were his low rates, which I felt was a mistake. I basically had to tell him “Your customer did not come to your site to save money. Your customer came to your website because they think their spouse is cheating or the like. SOLVE THAT PROBLEM. Your low fee is a bonus, and the icing on the cake.”
Makes sense, right?
Solve problems – right away. I’m talking within the first paragraph or two. Don’t mention your company philosophy or how wonderful you are or the slew of awards you’ve been showered with. Nobody cares. At least not in the beginning (those things may have merit later on.)
And don’t use a broad yet vague statement either. This means no “at Bloat Incorporated, our goal is to systematically provide dynamic, efficient Information Technology solutions and innovative answers with a synergy that encompasses the broad spectrum of our unique problem-solving expertise.”
Trust me – nobody knows what that actually means. Not even the person who wrote it.
Be clear, be specific, and solve real problems. Do those things, and your website will convert better.
Have a great day!