Think about the last five websites you’ve visited. Can you remember why you stayed on the site? What did you get from the site? Or, maybe, what didn’t you get that you were looking for? The best web design companies know this fact about websites:
YOU SHOULD ALWAYS WRITE WEB CONTENT FROM YOUR CUSTOMER’S PERSPECTIVE.
I use all caps here because that is how much I mean this statement. Don’t ask you mom what she thinks about your website if you sell skateboards (unless you have the coolest mom on earth). You mother is not your customer.
I’ve heard so many times from clients that “My wife liked this” or “My brother thinks this feature is really cool.” Unless you wife or your brother are, a. web developers themselves or, b.part of your target customer base, they are in fact not your customers. Which brings us to the “Number One” reason why you aren’t getting the sales conversions you want: You’re not talking to the right customer base.
Why The Case of the Mistaken Identity is the Biggest Website Offender
If you are a milk salesman, you wouldn’t sell milk to a cow. You’d sell it to the kitten down the road. At its very core, your website is about helping someone (your potential customer) solve a BIG problem they are having. If your IDEAL customer is on Google searching for a solution to a problem, e.g., the FUNDAMENTAL PROBLEM is that the kitten is hungry, the ULTIMATE SOLUTION is that the kitten needs to be fed.
YOUR WEBSITE must convince the kitten that your milk is the best option for her to buy.
If you’ve designed your website and targeted your content to address the kittens needs then you will pop up on the search engines on the coveted first page. Providing easily accessible content that EDUCATES YOUR IDEAL CUSTOMER will lead to sales conversions.
To show the kitten why milk is the best food for her, you could offer growth charts, articles comparing other foods to milk, or testimonials from other cats who found milk to be the best food for them. By providing this in-depth information, you would have shown your wealth of knowledge and given the kitten -your IDEAL CUSTOMER- the information she needs to know to make a buying decision.
When you write web content for the wrong audience you are losing out on sales.
Maybe you know that your ideal customer is the kitten. But instead of providing relevant content about why milk is good for kittens, you instead position your content as a resource in how milk is produced. If you’ve done this, you’ve, again, not satisfied what the kitten needs to make the correct buying decision.
Start becoming empathetic toward your customers.
The fastest way to know how to talk to your customers is by getting into their shoes. The best way to do this is by sitting down and asking your customers questions, having them take surveys, or conducting an observation of them interacting with your content. You know your product, but now you need to find out your customers goals before they reach their site.
How do you find out what your customers want?
Simple. You ask them. This might look like calling up previous customers that you’ve really liked and felt you did a good job with. If you are brand new to your business, it might look like taking a stab at a few different types of customers and learning about their wants and needs. Before talking to them. Create a standard list of questions that will get to this information and ask them what type of solutions they might be looking for. This is not only going to help you position your content better, it will also help you make sure your product is really the best solution for your customer base. You may find you need to tweak how your product works, or change a few things to make the product easier to acquire or the purchasing process easier.
Need help with asking your customers the right questions? Contact Us.