We are so used to our services that we often don't realize our visitors don't always understand what we do or how to buy from us. Instead, we expect them to understand our business as if they were a part of it.
Our duty is to explain what we do, why they need us, and how it will help them grow.
If your message is not clear, it could cost you thousands without even knowing you are making a mistake.
These are the questions I try to answer every time I design a webpage:
The classic marketing example goes something like this:
"Starbucks doesn't sell coffee, it sells experiences" or "Apple does not make computers. It makes tools for innovators."
Clever as these phrases sound, as small business owners, we tend to ignore that the marketing budget of both businesses is vast.
For most of us, clever is not an option.
When describing your services, always aim for clarity. For example, if you sell bananas, say, "I sell bananas." While we may want to sound more serious or more refined to a better story, in reality, we are just confusing our clients.
Remember Donald Miller's phrase: "If you confuse, you lose."
Describe your dream client:
Don't be scared of pushing could-be clients away. Choosing a niche will help your ideal clients want to work with you. And if someone who's not part of your niche wants to work with you, they'll also reach out.
Let them know why you are a good fit and who is not.
Let them know the ways you can help them that no one can. Be sure to let them know you know the problems they will face and that they might not know.
For example, I've worked with a few mompreneurs, and I know branding tends to go out the windows when they are developing new products - because they are too busy to look for and follow a rigid set of rules when pressed for time.
So, the solution I offer them is to create a complete set of Canva templates. So that they only have to copy and paste the text.
This product may not mean much to a service-based business, but for a mom who's designing a lead magnet while watching her kid at a soccer game, this feature is the world.
Use them. There is no too much to say about testimonials. Just make sure they are specific about your product or service.
The next step is what your visitors need to do to become your clients. It could be to click on the "buy now" button or follow a "schedule a call" calendly link.
It depends on your business. Of course, every business's "next step" is different, but it should be evident and apparent.
The first visits won't require a FAQ; however, as your business grows, you'll start to notice a few trends.
This section will help you answer the questions that do not fit in the other areas.
Getting people to visit your website is only half the battle. Once you have visitors, you have to turn them into customers.
Be sure to answer these questions.
Be clear, and your web page will convert more. Always err on the side of clarity.