How To Make Sure Your Website Acts Like a Magnet That Gets Prospective Buyers To Learn More
Most business owners we work with (perhaps this is you as well?) focus on streamlining their operations to create shorter paths to profits. After all, time is money.
It might, therefore, be tempting to create a really short path to what you want website visitors to do when they land on your homepage. You want to go for the close--but you may not have even opened the sale yet by introducing yourself.
How does this look when applied to website designs? You can spot the premature closes on business websites when pretty much all you see upon landing on the homepage of a site is the logo, maybe a headline, and the “Sign Up” button.
You’ve no doubt had experience with these types of sites, when you land on one and think: “Huh? Am I in the right place? What exactly is this website called “Bluurp” or “Feefo”?” Now you’re forced to hunt around for details, and might just decide to bag it and leave.
In a way, it’s understandable that some web design agencies create sites like those. First,
thousands millions of sites approach things this way, so there is comfort in numbers. Second, it’s true that some customers require little in the way of persuasion to arrive at your site, look for your phone number, and call.
Here’s the thing: If you craft your website design and marketing in such a way that you convince the not-yet-convinced group, then you get the best of both worlds. The people ready to take action will do so, and you will also make progress with all the rest.
Let’s look at the fundamental questions website visitors ask themselves upon landing on a site, and effective ways to answer them.
“What is this site? Does it match what I just typed into Google or my search bar?”
If the name of your company makes clear what you do, you may be all set here. “Acme Civil Engineering Associates” is pretty clear.
But if your company is a made-up word, you have some work to do. Consider having a tagline—a short phrase—under your logo, that summarizes what your site is about. It might be “Your outsourced IT department” or “Employee time tracking made dead simple”. We do that very thing beneath our name on our own homepage.
The headline is another good place to describe your site. However, make sure the description is something your visitors care about. If you say: “Macomber Associates, Attorneys at Law”, that’s a thing. But it’s a benefit to say “Macomber Associates: We’ve won more cases than anyone else in Boulder County”.
“Who are these people anyway, and why should I listen to them?”
There is an area on any webpage called “above the fold.” That comes from the concept of what is shown on the upper part of a newspaper before you unfold it. In web terms, it means the area of a page which your site displays before visitors need to scroll down.
Make sure that in the “above the fold” area, you describe who you are and why you are qualified. You can do that by including it in your headline, or somewhere else on the page. If you’re really squeezed for space, at least make sure your “About Us” page is a menu item. Don’t make people hunt before they even know who you are, and before they know why they should listen to you.
“How do their products and services compare to the zillion alternatives I have online?”
This is where the heavy lifting comes in.
We regularly help clients to define and refine their positioning in order to drive maximum results.
If you want to do it on your own, start by thinking about why your satisfied customers are satisfied:
- Is it your comprehensive services?
- Do you answer the phones over longer hours and have specially trained people doing so?
- Do you have a best-in-industry guarantee?
- Maybe you have better after-purchase support?
- Is your service territory larger than most?
- Is your turnaround time faster than your competition’s?
You get the idea.
When visitors land on your website, they’re building a mental model of your business in relation to all the other, similar businesses they’ve been researching. You win if you make it easy for them to build this model, and you do that by providing answers to the What/Who/How questions above.
If you do this effectively, your website can become your best closer.