Omit This From Your Website Content At Your Own Risk!
It’s obvious to you what makes your services so much better than your competitors' services.
Therefore, it ought to be obvious to everyone else, too....right?
Your website makes some pretty hefty claims that are important to your prospective customers.
The problem is, they're general claims and you neglect to offer any evidence whatsoever as proof that you can actually walk the walk.
Here's the problem in a simple math equation:
Making big claims +
Omitting the evidence =
Skeptical, non-trusting prospective customers.
Why it happens
Many business owners simply don't see the need to offer specific evidence as to why their service or product is so much better, or how it can deliver a specific result.
They're immersed their business every day. It's obvious to them what makes it better. And so, sometimes consciously and sometimes not, they figure it should be obvious to everyone else, too.
Also, coming up with evidence to support big claims takes work. You have to dig for the results. You have to call up your customers and ask, “What specific results did you experience when you used our services?”
Omitting the evidence is the easy way out. Not surprisingly, there are consequences for those who opt for this easy route.
The results (bad news)
Your prospective customers inevitably compare you to the other options available in the marketplace.
They want desperately to believe that your service or product line is as good as you claim. Yet they're inherently skeptical. (And who can blame them with all the extraordinary claims being made on websites?)
Fail to show them proof and their skepticism can prevail. You can lose the sale right then and there.
How to keep from making this mistake
Simple. A whole lot of evidence is the secret antidote against the doubts and skepticism your prospects experience.
When preparing for a trial, attorneys are never content to have “enough” evidence to establish their case. They seek to show overwhelming proof.
You need to do the same.
What evidence can you present in your website?
- Examples of and statistics related to specific results you've achieved for past customers
- Case studies
- Before/after photos
- Testimonials from satisfied customers
- Your credentials
- Information on and photos showing your equipment or facilities
- Logos of the associations to which you belong
- The number of years you've been in business
- A list of awards your company has received
- Your (and your employees') qualifications
Here's the catch though: Any of the items in the bulleted list above aren't as persuasive by themselves as they are when they're backing up one of the big claims you make.
- If your site claims you're the most experienced company in town, make sure you mention that you've been in business for 35 years to back up that claim.
- If your site claims you're an award-winning company, make sure you list the awards you've won to back up that claim.
- If your site claims your clients experience exceptional results, you better provide some specific statistics or case studies to prove you're not full of fluff.
And additional tip
When you provide evidence, be specific. Saying “We have a high success rate,” isn't terribly terribly persuasive. In fact, it's vague and there's no evidence to back it up.
Try this instead: “For the past twelve years, we’ve maintained a 97.3% rate of success.”
See the difference?
So your bonus tip of the day is:
Boost the authenticity and persuasiveness of your evidence with specificity. It can work wonders.