By James Guldan, CEO at Vision Tech Team. He designs, builds and improves scalable automated marketing funnels for 7- to 8-figure online businesses.
Your website’s main purpose should be to tell potential customers how your product or service can help make their lives easier. However, most people build their website as a monument to their company.
Nobody wants to hear that your company was built in 1818 by your great-grandparents. What they want to hear is that you understand their problem, and you have the solution for it.
Over the last 10 years of building websites, I have learned six critical principles for getting traction with a website.
1. Focus on the customer.
It’s far too easy to talk about your mission, your core values or any number of things a customer doesn’t really care about; only you do.
Do not include an “About Us” on your homepage unless it is to build empathy, meaning that you understand what the customer is going through and can be a helpful guide down their path.
2. Build trust and credibility first.
You have no idea if the person visiting your website unintentionally found you or has been a raving fan for 10 years. In either event, nobody buys from someone who they don’t trust or who they don’t believe can help them.
The easiest way to do this is to quickly showcase proof that is summarized over time, much like Amazon’s star rating. Along with reviews, be sure to show the number of people who rated. This tells the customer that your product worked for a variety of people in different situations, meaning it will likely work for them.
3. Understand where the buyer is in their journey for your product.
Does the market know the problem exists, or do you have to inform them of the problem? For example, most anglers want new bait instead of learning where to go fishing. You have to tell them you can catch more fish by knowing where to go rather than getting different bait. Instead of diving right into your solution for this type of product or service, you will need to address the problem first.
It’s only once they understand both the problem and the solution that your primary objective should be to let them know why you are the best solution out there.
Typically, the best way to do this is with social proof or explaining your unique solution and why it’s the best. For example, if you have a testimonial from a customer that says, “I have tried eight other chiropractors in the area, but this is the one who cured my back problem,” this is much more effective than just saying, “We solve back problems” on your site. Social proof is powerful when used correctly.
4. Handle objections before giving an offer.
Explain your objection from the customer’s point of view. Explain how your product handles that objection. Again, social proof is useful here. If one of the major objections is that it costs too much, then have a testimonial that highlights that most people who purchase it make their money back and then some in a short amount of time.
5. Cut your content in half.
Have you ever read a site and thought, “Just get to the point already”? This is what most of your consumers are thinking. They don’t really have all the time in the world to hear your solution.
The general rule of thumb is that websites always have too much copy. Typically, people follow a template to build a site rather than write the copy before they create the site. This causes people to add more content than necessary to “fill the space.”
Cut your content in half to the point where there are no words that are there “just to be there” and you have the fewest calls to action on a page. I rarely see a site that has too little copy.
6. Try to use second-grade language.
The easier your content is to consume, the more people will read it. You need something that requires very little thought. Would a second grader understand your solution if you were to read it to them? If so, then you can explain your solution to anyone. Hemingway App is a great tool that can do this for you for free.
In conclusion, your website should be about your customer. Keep it brief and show how you can help them, and you’ll have a website that truly gets you traction.