So you have a shiny, NEW, beautiful website! You’ve pored over the details, the perfect graphics and awe-inspiring aesthetics. But, week after week, you’re not getting new leads. The odd trickle here and there but overall, online sales are as stagnant as before you invested a fortune! It’s time to ask yourself this- is my website marketing message CLEAR and am I telling a good story?
3 Important Questions:
First and foremost, within 30 seconds of visiting your website’s home page, a complete novice should be able to answer the following three questions:
- What do you offer?
- How will it make my life better?
- What do I need to do to buy it?
This is called passing the “Grunt Test”, a concept from Donald Miller’s ingenious book, “Building a Story Brand.” Why is this important? Attention spans are shorter than ever. If your customers are burning calories searching for what they want or understanding what you offer, they abandon ship. Furthermore, consumers want to know how they can SURVIVE and THRIVE. This goes back to caveman days and is an intrinsic part of our human nature. If there is nothing they can lose, or their life won’t improve, they will be reluctant to scroll further.
Consequently, it does not matter how beautiful your website is, if you’re confusing your customers or failing to help them survive and thrive –you’re losing money.
How to Tell a Better Story:
1. Speak in Simple Language.
The temptation to rattle off all the elements of your business and use complicated language is huge. Cue, “I do a lot of things! I can’t really summarize them.” You need to find a way to simplify your offering and articulate it clearly, especially on the home page and opening header. This means losing any insider jargon.
Many websites make the mistake of using beautiful, fluffy words. For example, a website design business may say: “Aesthetic. Innovative. Design.” on their opening header. This may sound pretty, but the message is unclear. Instead you could say something like, “We create beautiful websites you’ll love.”
2. Answer a Problem and Make the Customer the Hero
Start with the problem you solve. Get in touch with a pain-point, even a pain-point a person may not know they have. Next, create a plan to help the consumer solve it and guide them to the solution. The customer is the hero of this story, you’re the sidekick.
It must be all about them! This isn’t news to anyone- people care about themselves. Not how good you are or special you are, or how many generations the business has been in your family. How can you make their life better? Use your opening header to spell this out. For example, a holistic doctor’s website may say something like this: “Helping you achieve the life you want Medicine Free.” And an organizational business: “Organizing Services that Eliminate Clutter and Give you Peace of Mind.”
Ready to increase leads and boost sales? It’s time to take your website for a spin! Ask a stranger to have a look at your website. After 30 seconds, put the laptop screen down. Will they be able to answer the 3 important questions?
Find out more about, Donald Miller’s book here: https://buildingastorybrand.com/
Image created by Dragana_Gordic – Freepik.com