So, you’ve got your website; it’s contemporary; the site looks professional; you continue to generate fresh content… but for some reason, your website doesn’t seem to be converting visitors to customers. Why?
Maybe Your Website’s Message?
Is the website’s message focused more on how cool you are and all the great things you’ve done and why you were so amazing? Well that’s not necessarily a bad thing; it’s good to let people know what you bring to the table.
But it’s better to show them, rather than tell them.
Produce Content That Is About Your Customers
Talk about ways you’ve helped other people. And make sure do it from a place of caring, not bragging about it. Always focus on the customers in your stories. Make your stories; your blog posts; info graphics; podcasts; videos engage and include your customers.
In other words… all the content that you’re producing; make it about your customers and their stories.
For example, if you’re a wedding photographer; sure, show the amazing photos you’re capturing. But, equally important, share the stories of the day.
Talk about some things that happened during the wedding preparation. How was the bride feeling? The groom? The parents? What was the first dance like? So many stories to tell there.
When you’re producing your content for your website, always try to involve the visitor as much as you can.
Try and get their feedback, ask questions. You could add a contact form or survey to the post; let your website traffic be part of the conversation.
Add an FAQ to your website
This can be one of the most helpful things you can do to help your websites visitors know and understand if they want to become customers or clients.
Having an FAQ (Frequently Asked Questions. I know you all already knew this, but just in case…) on your website is a very effective way focusing on your customers needs. It lets them know that you are already aware of questions they may have for you. And you want to make sure you’re already giving them the answers just by visiting your website.
Again, when you’re creating the questions and answers for your Websites FAQ, keep the message focused on your customer, and how you can help them.
Be a Problem Solver
When you’re creating new posts for the website have a category set up specifically to give out helpful advice on common issues your customers may be experiencing.
This will really show that you’re focused on your customers needs and how you can help them. If you get really good at this your website could potentially become a well-known resource for the kinds of things that you do.
As a result, this is exactly the kind of stuff that will help build your brand; your authority in your field; and trust.
A Website That Works
Your website can’t be just a brochure anymore. It’s your most powerful branding tool that should be working for you 24 hours a day, seven days a week; always available for your customers and clients.
In Conclusion: The #1 Way to Improve Your Website?
Always produce content that focuses on your customers needs; their questions; your customers issues; and their stories.
That is the number one way you can improve your business website. Rather than just telling them how great you are, you show them.