When building a website, there are critical components to making it successful. Find out why it’s more important to help your consumers than to sell aggressively on your business’ website.
Follow These 3 Steps to Building a Website
Besides avoiding the pitfall of focusing on a product before knowing who your target market is, there are three essential components to building a website that is successful. Keep reading to find out how to set your business’ website up for positive customer engagement and financial success.
1. Help, don’t sell
The first component to consider is turning your focus toward helping instead of selling. By helping your consumers, you will sell.
Think about all the times you went to a sloppily put-together webpage and got these annoying boxes that come up asking if you want something. You weren’t thinking about buying the item before, and now you are certainly too annoyed to entertain the idea.
When you’re marketing online, remember that people don’t shop online. People research online.
Most people go online for research on how to buy a new car, or increase their business, or to learn about raw foods, or whatever it may be. So, your website has to be designed around helping, not selling. Focus on informing, revealing, and educating.
If you sell, you will fail.
2. Build credibility and rapport through educating
By helping, you build credibility and rapport. People will believe in you, and because of that, you can show them the value in your product or service. And they will buy from you. It’s absolutely critical to what you do online.
Everything on your website, every button, every graphic, every word you put on the page, needs to be built around helping, not selling. Make it most appealing to researchers, not to shoppers. Save the two-page sales letters and the paper. Whatever it is you’re the expert of, whatever you do, they want more information on it. They’ll call you, email you, or order right off the website if you provide the research they’re looking for when they arrive at your website.
3. Answer your consumer’s question “What’s in it for me?”
The mindset of the online-researcher-pre-shopper is, “What’s in it for me?” So, that’s the first question you want to answer on your website. If you can’t answer that question at the top of your webpage, change your website or you’re going to fail. Why should anybody stay there? They’ve got hundreds of websites to go look.
Don’t have a mission statement at the top of your page talking about who you are, what you do, how great and fantastic you are, and how you have a Ph.D. Nobody cares about that.
They care about what you’re going to do for them. That doesn’t mean not making available credentials and testimonials, but it all goes back to writing headlines and providing information that will make them stay. Suck them in. Make them feel like they’re going to be learning something they didn’t know before.
Nearly the same marketing rules still apply when building a website:
- Walk a mile in your prospects’ shoes.
- Empathize with them in plain language. Pharmaceutical ads are written and spoken so that children can understand them.
- Use simple and/or precise language as your keywords—the words prospects would be typing into Google or Bing to find you.
- If you get stuck, there are writers at reasonable prices who can do it for you.
It’s not how well you know your product that is going to determine the level of your sales and your success; it’s how well you know your customer, so that you’re ready for them when they visit your web page.
Your turn! How have these three components helped you when building your website for your business? What have you changed on your current website to better align with these three ideas? Share with us in the comments!