IS YOUR BUSINESS WEBSITE DOING ITS JOB? Part 1: CONNECT

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As I wrote in my last post, your business website has three jobs:

    • connect to your potential client
    • convert them into interested buyers
    • capture their information and allow them to contact you.

First let’s start with CONNECT WITH YOUR POTENTIAL CLIENT

One of the biggest mistakes on the web it forgetting that your business website is there to serve and inform your potential clients.  As much as we want to tell them how great we are, they frankly don’t care.

Your potential client has a need which is why he is looking for your product or service. To connect with your potential client, you need to know and address the following:

  • WHY they are looking for you?
    • What is the need?
    • Why are they no longer willing to stay in the status quo?
    • What will happen if they don’t make change?
  • WHO they are
    • What is their demographic?
      • Gender
      • Age
      • Culture
      • Education
    • What are their interests?
      • Do these relate to you in any way?
  • What do they hope to find out or learn from you?
    • What you offer
    • How they will benefit from choosing you over the competition
  • What are their biggest concerns, objections or fears to buying or using your product or service?
    • How do you minimize or alleviate the fears (example: Gentle Dental)
  • Is there some additional help you can be to them?
    • Is there complimentary education you can provide?
    • Are there other products or services which may solve other needs or concerns they may have?

By appealing to what matters to your potential customer, you let them know you understand them and their concerns, which goes a long way toward creating a relationship.

Next time, I will discuss Converting Web Visitors into interested buyers.

Call us at 847-577-0491 or Contact us to find out how we can make your website work for you.

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