3 Things Your Website Should Say About You
Executive Summary
As a new business owner, I admit I was taken aback when my first big prospect started a phone conversation with, “Yeah, I was looking at your website…” Fortunately, I had put enough out there so he could finish his sentence with, “… and it looks like you’re right up our alley!”
It was at that moment that I realized how important websites are to landing new business. Even if you are not interested in generating leads online, prospects will want to check you out before they call, and they do that by visiting your website.
Here are three underlying messages they should “hear” when they visit your site. If you keep these messages in mind when writing website content, you’ll not only stand out from the crowd, you’ll stand a better chance at winning over your most cynical prospects.
#1: I’m Credible
While having a website helps establish you as a legitimate business, it does not prove credibility.
Loads of relevant, useful content, testimonials, success stories (a.k.a. case studies), client lists, past projects, guarantees, awards, and information that demonstrates your expertise all help plant the seed of trust.
Be forewarned though: Testimonials and success stories must be backed up with real names, including title and company name.
If you can’t get a client to go on record with their testimonial, it’s not worth publishing, because prospects will view your generic testimonials as fiction, rather than fact.
By the same token, don’t agree to trade a client testimonial for an advertising message on your site. It is perfectly acceptable to display their logo and provide a link back to their site, but anything more, and your testimonial will begin to smell like it was paid for.#2: I’m Different
Why is it that so many companies regurgitate the same old marketing messages they see on their competitors’ websites?
Your website should scream, “I’m different!” because if it doesn’t, people will use price to make their decision.
To differentiate yourself, think (and write) in terms of your customers. State their pain. Give them literature, worksheets, or online calculators that help them quantify the real costs associated with their pains.
Provide a product comparison that isn’t just feature-focused. Emphasize the value you will bring to their business and how you will exceed their expectations.
Offer material that helps prospects sell your solution to higher-ups within their organization.
And don’t be afraid to go head-to-head with your competition by creating a “Why Us” section that tells prospects exactly where other solutions fall short.
#3: I’m a Real Person
People do business with people, not companies, so don’t hide behind a vague “Contact Us” web page that invites visitors to send an e-mail to a nameless info@companyname.com address.
Create a web page that personally introduces you and your management team to your prospects. Share with them your background, industry experience, and motivations.
Let them see what you look like (yes, pictures!), and don’t be afraid to reveal a little personality or share personal interests.
It was the information on my own “Company” page that got my first big prospect interested in hiring me, and it continues to be one of the most visited pages on my site and my clients’ sites.
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