Sorry to be the one to break the bad news to you. Yes, mom did pack your lunch, button your coat, and walk you to the bus stop each morning for school. But now you’re selling products and services that people need. The competition on the web is tough, ruthless and unsympathetic. They could care less if they run you out of business. It’s time to change your focus. It’s no longer all about you it’s about those potential buyers that visit your website.
Here are three ideas that can get you thinking about your potential customers. First off, remove every occurrence of the words “we,” “us,” and “our” from the company website. The buyer is not yet interested in the executive team or the testimonial page. They’re thinking about the problem that’s on their mind, the reason they stopped by in the first place. Will your company be able to help? Do you have the product or service that will eliminate their pain? They will eventually care about your experience, how long you’ve been in business, and your other credentials. But in the beginning they’re more interested in how you can help.
Even the About Us page on the website can introduce the company and still talk from the buyers’ point of view. You can talk about how your past experiences will be a key part in being able to remove their pain. Your About Us content can reassure them that you’re the best choice to solve their issues. Think about writing the About Us page more like a testimonial.
As to the site’s menu navigation, structure the menu options with the visitor in mind. How would they look for the necessary information? How fast can you get them to the right page? Time is of the essence. They’ll leave the site within seconds if they are not immediately engaged in the learning or buying process. The website should be subtly moving the visitor along a path answering all of they questions and supplying them with the information they are look for without pushing the sale.
Hope this information helps. If you have other ideas about changing the focu from the company to the visitor chime in.
