When visitors come to your website, they arrive with a problem they are seeking to solve. They have specific questions about how your business or service might help them solve their problem.
They are thinking, “WHAT’S IN IT FOR ME?” (WIIFM)
So, if you are using your website as a marketing tool – then your website and your HOME page should address the problems your customers and prospective customers face. To convert more “lookers” to clients or buyers, you must show them how you provide a solution.
Answering these questions will help you clarify your marketing message.
1) WHO is your target customer? (Describe your ideal customer.)
2) WHAT are your customers’ problems?
3) WHO are you, and what is your unique solution to your customer’s problems?
4) HOW can you prove that your solution works? (Success stories, testimonials)
5) WHAT is your irresistible offer? (Money Back Guarantee, Limited Time Special Offer)
Rather than your HOME page talking all about you and your business, try writing copy that addresses your visitors needs. Make the content about THEM, rather than YOU.
For example, suppose you walk in to an electronics store to buy a television. A sales person approaches you. Do they begin talking all about their business, how their store began, how many years in business, who works there? Probably not. Rather, they ask you questions, try to find out what you are looking for. They want to know how they can help you solve your problem (not having a television in this case). The sales person will show you the options available.
The mistake most websites make is this — the design is built by a graphic artist (who does not know marketing). The copy is then written by the business owner, or a staff person (who does not write marketing copy).
But you don’t have to be a marketing expert, or a copywriter to create relevant copy that helps your visitors make their buying decision. First, you have to know and communicate your marketing message on your website.
A formula for writing marketing copy on your website:
1 – Identify your marketing message (You can use the 5 questions above on this page.)
2 – List your 3 or 4 main keywords, and the 2 or 3 cities you serve. Make sure to include your keywords in the first two sentences on your HOME page, and within the copy on your page.
3 – Make a list of 3 to 7 problems visitors to your website face (which your service/product can solve). Ask the visitor whether they have any of these problems (on your HOME page). Then, explain how them how your company can solve their problem.
4 – Provide the visitor with enough information that they can take the next step – and then tell them what to do (purchase the product on the website; place an order; call you for an appointment; fill out a form; join your mailing list, etc.)
5 – Ask yourself if your website has provided enough options and information that the visitor can make a buying decision:
- Is your page navigation simple to use and follow?
- Does the visitor on your site know where to go next (do you give them options, or tell them the next action to take?)
- Is it easy – and made obvious how your site can meet the needs of your visitors?
- Does your site content reassure the visitor that they are making a good decision?
- Is your HOME page content relevant and speak to the BENEFITS of your service/product, rather than the FEATURES?
- Is the copy customer-centered, or does it talk more about you than the customer?