Great, comprehensive article. Guess it's time to review my website!
The Number 1 Reason Websites Don’t Attract Clients
If you’re like 1000's of other professionals and business people you've probably been thinking about how to get more clients and attract more business. What about your website?
You may have had your site for a long time and wondered when all the new clients will show up. The majority of websites out there are pretty un-inspiring and really don’t capture our interest at all. Why is this?
It is because they are written from the wrong perspective. The content is all about the company or owner and not about the visitor. This is the primary reason you can look at a Google analytics report and find that people are leaving the site in less than 3 seconds never to return.
That’s about all the time you have 3 seconds, to capture the interest of a visitor and get them engaged with your site. What do people really care about…themselves and can you help them solve their problems. If your content reflects anything else, you’re missing the boat.
I went to a major real estate company’s website recently. The president was in a short video. He talked for the first 2 minutes about HIS background and experience. He then went on to the company mission statement. By the time we were 80 percent through the video they finally got around to discussing the visitors issues. So sad.
You see websites with this poor perspective everywhere you go on the internet. It is the number 1 biggest mistake businesses make.
How do we begin making a shift in perspective? The first step is to make a list of 20-30 problems your company solves for its customers. If your company has employees, get their input in developing this list. Take this project seriously, as this will be the basis for much of your marketing processes.
Next, prioritize the top 10 most important problems. Analyze each carefully; think about what type of symptoms are associated with each issue. This will give you clarity so you can then think about how you helped them resolve these issues.
Make the problems you solve come alive. Develop several stories of how you’ve helped your customers. Describe the time when they first came to you and the problems they had. What did you do to help them and what were the results that you achieved for them.
Here’s an example of one of our stories:
We recently worked with a company that produces maps. They had their website for about 15 years but never got a single client through their site. We rebuilt the site from scratch and helping them re-write the content from the visitor’s point of view. Then developed a really attractive design and finished off the site by optimizing it. Now they get leads for their business through the site and couldn’t be happier.
Try formatting the story with this structure:
- The problem they they brought to you when you first met.
- What you did to help them
- What results they achieved by working with you. The more specific the better. If you can quantify the results in a percentage improvement so much the better.
See how this type of story communicates more effectively?
Now you’re ready to begin writing or re-writing your website from a different perspective. Be sure to tell a story from the visitor’s perspective.
Learn more about the author, Roger Matthews.
Comment on this article
Posted by laurie kirchen, Schaumburg, Illinois |
Oct 20, 2010
Posted by Kelley St. Germain, West Jefferson, North Carolina |
Oct 22, 2010
This is a great article and spot on. I preach the same thing to my clients and it amazes me that sometimes it is a hard sell to them. They sometimes have a tough time stepping out of their own egos and adopting the persona of a potential client. To me...its common sense and HAS to be done!
Posted by Angel Stevens, Seattle, Washington |
Oct 22, 2010
"If you’re content reflects anything else you’re missing the boat."? -Ain't punctuation and grammar a bitch?
When people talk about content, I don't think the importance of images and video are emphasized enough. Of course it's important to write something compelling to readers and search engines. But when it comes to engaging people within only 3 seconds, images and video often trump.
Thanks for the great article!
Posted by Wendi McNeill, Omaha, Nebraska |
Oct 24, 2010
Great article Roger :)
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