The Magic Question Your Business (and Website) Should Always Be Asking
By Erin | July 01, 2017 |
In our last blog post, we talked about how you should be making changes to your company's website based on what your visitors are telling you (aka data) instead of making changes based on gut instincts or preferences. We shared that a brilliant way of gathering that data is through exit surveys using a tool like Hotjar.
A few days after writing that blog post, I came across something shared by Joanna Wiebe of Copyhackers that struck me as unique, powerful, and actionable.
Joanna shared that her company uses exit surveys on her site, and the go-to question they ask is:
"What's going on in your life that brought you to us today?"
I read that question and thought to myself "That's pure gold!!"
And indeed, that's what Joanna feels as well. She shared: "Responses to that question help us understand the real life triggers for choosing X product, and the language is usually somewhat emotional, which is like gold for copywriting."
Your prospects' pains
If you don't know the key pain points your website visitors are experiencing, you are losing customers and revenue. Period.
- If you own a plumbing company and your content focuses on the quality of your team and their years of experience.... but your customers are most concerned about how quickly you can get to their homes during emergencies, you're leaving money on the table.
- If you own a consultancy and your site's content focuses on your degrees and certifications when your target customer's #1 fear is that you won't understand his industry, you're leaving money on the table.
- If you own a company that sells products teaching people how to eat healthier and your website's content focuses on how cheap your product is when your visitors' primary concerns relate to what you'll be keeping them from eating, you're leaving money on the table.
Your website's content MUST convince prospective buyers that you understand their main concerns, fears, and pains -- and that they won't be experiencing those when they hire you.
Joanna's question really is gold. It's a perfect question to ask not just in your website's exit surveys, but in your sales conversations as well.
The more you understand what drives your target audience, the more you can speak to those triggers—and the more powerful you can make your online presence.
Serious about seeing more results from your website? Contact us today and let's explore the possibilities.