Q: Why are your prospects and clients reading your website?
A: Because they have a problem and are looking for a solution.
Q: Will they find that solution on your website?
A: It depends.
As we mentioned in 5 Must-Have Homepage Elements, you have just 8 seconds to grab the attention of your website visitor and convince them to hang around and read a little bit longer.
How are you going to do that?
The best answer: Create a website that your customers, clients, and prospects relate to quickly – focus on your client’s needs and your clients will stick around.
Go back to the beginning. Your website visitors have a problem. So, start with the problem.
FIND MORE OPPORTUNITIES
If your clients are looking for more opportunities (as ours are), they’ll stick around to find out what you suggest. Or consider:
Do your feet hurt every day?
Do your aching legs keep you awake at night?
Do you change your shoes several times each day?
If these are your reader’s problems, they are probably interested in reading more. I would be. One more example:
YOU’VE GOT A BEAUTIFUL NEW WEBSITE
Now what?
Sometimes, clients will arrive at your website without even realizing they have a problem. But if your focus is on the prospective customer and their pain points, they’ll connect right away.
Start with the problem. Next: Present a solution.
This is where it gets a little bit tricky.
On the one hand, you want the prospect, client, or customer to purchase your product or service as the solution to their problem. After all, if your business doesn’t make sales it will have to close its doors, and nobody wants that to happen.
On the other hand, if the website visitor isn’t ready to buy and you start hardcore selling, they’re likely to click away and never come back. We don’t want that to happen either.
No, you don’t have to do a tight-wire balancing act.
Once again, the solution is to put the needs of your customer or client first. And because prospects will be at different places in their purchasing decision, there is always going to be more than one answer. Giving your readers several choices will build good will.
Think of it as a multiple-choice quiz where as long as the prospect or client stays engaged with your website, there are no wrong answers.
Q: Problem
A: Solution
- Watch a DIY Video
- Read a series of articles explaining solution options
- Check out our products and services catalog
- Request more information via email
- Chat online now with our helpful troubleshooting specialist
- Purchase now
- All of the above
Please note: This is not a recommendation that you format your web copy as a multiple-choice test – nobody likes pop quizzes.
A customer-focused website will:
- Help your visitors understand their options without overwhelming them with too much information
- Set you apart from your competition
- Allow your prospects and clients to interact with you
- Build that important know, like & trust factor
- Establish credibility, so that when ready, those prospects, clients, and customers make their purchase from your company
What goes around comes around.
Focusing on your prospect’s needs will result in meeting your needs.
What are the key concerns your clients are facing? Does your website address those concerns in an easily accessible way? Are there links to help your clients find more details and information?
