The 2 Things Prospects Should Understand from Looking at Your Website
It’s a noisy world online. One estimate states that there are over 1 billion sites on the Internet. That’s a lot of competition clamoring for attention. If you’re a business owner looking to get noticed online, you have your work cut out for you. And only about 2 seconds to make that great first impression, otherwise they’ll click away.
So amidst all this noise, what should your website say about you so that you stand apart from the competition? What impression do you want to give to a new visitor when they stumble upon your site?
It comes down to two things.
Point #1. Your prospect should know your business is trustworthy.
Why is this important? We don’t do business with those we don’t trust. There are various ways that you can show that you are trustworthy. But one of the main ways is through social proof. “Social proof” is a term for saying that humans are influenced by thoughts and behavior of other humans.
For example, when you read a review online before making a purchase, you are using social proof to make your decision. Consumers are pretty smart. They know that businesses want their money, so their reaction to that is to look for third-party proof that you are worthy.
What does this mean for you? Got reviews? Social media badges that show number of shares or number of visits? A Twitter feed? Display as much social proof as possible without hurting your site’s presentation. Shows your customers that others trust your business, so they should too.
Also, be aware of how good design can either enhance or detract a user’s trust of your site. An ill-designed site, one that looks like it was built by a 14 year old, will not gain you any points. A site that looks well-crafted will speak volumes about the care you also take with your business. “An expertly crafted website provides the best possible user experience” states BrownBoxBranding, out of Dallas.
Bottom line? If you want your website to make you money, you need to look good.
Point #2. Your prospect should know your business can provide an answer to their problem.
If the solution to the first point is about looking good, this second point is about sounding good enough to close the sale. Unless a potential customer thinks that you understand his problem, they are not going to trust you with providing a solution. How you position your product can make the difference between closing a sale and losing one. And this is where you use your words.
Think about your customer. What is it that they most want when looking for a business or a product like yours? Ask yourself why they should choose you. Do they want safety? Security? Attractiveness? Greater efficiency? Think beyond the immediate service or item you want to sell to the long-term benefits that your business could provide.
Then move on to how you are different from your competition. Why should someone choose you over a cheaper product or service? What is your advantage there? Brainstorm every hesitation that a prospective consumer might face, and come up with a selling point that negates it. For example, are you more expensive than your competition? Tell them why. Tell them that it takes you longer to build your product because you care about the details. You double check a product before it goes out, so that customers only get a perfect end product. But doing so takes time, which equals money.
No matter how beautiful your site looks, the thing that takes people to signing up or clicking on that “buy now” button is a compelling sales pitch. Instead of freaking you out, be happy that you have that opportunity to convince your prospect. Still unsure of where to start? Think about your most cynical friend. Write your copy with that person as your audience.
That’s all there is to it. These two essential points for capturing prospects are the foundation of all great websites out there.