They’re looking for solutions to their problems, not searching for facts about businesses. No matter how proud you are of your Better Business Bureau A+ rating, the truth is, they don’t care – yet. People go online to research first, and to shop second. They may ultimately engage, but only after they have confidence that you understand their unique problem or can empathize with their particular need.
For example, Dear Mr. Chiropractor, don’t tell me about how many years experience you have, or where you went to school. I’m not even that interested in how beautiful your waiting room is. Instead, tell me that you understand how this pain is limiting my life. Show me that your treatments will get me up and out and able to enjoy an active life again. Show me you understand I have groceries to carry, and an 8-month-old I have to carry on my hip for most of his waking hours. Show my husband you understand chronic pain is limiting his ability to enjoy his beloved game of golf.
In other words, enough about you. Let’s talk about your customer. When I feel that you understand me, that’s when I’ll click the “About” page and the “Contact” link to make an appointment.
The secret for making your website about your customer?
The secret is no secret at all – to write copy about your customer, you have to know them personally. A useful tool for getting focused on your ideal customer is a customer persona or avatar.
A customer persona is a generalized profile of your ideal customer’s demographics, psychographics habits, and most important – the problem your business solves.
A basic persona starts out with gender, income, job title, family status, and location. Identify what magazines they read, or what blogs they like to read. Then dig deeper and imagine what goals and challenges they have. What objections do they have or hurdles do they face when making a purchasing decision? Give them a first name. Find a picture of your ideal customer and add that to your profile.
Now that you have a clear picture of that person in mind, rewrite your landing page and all your other copy to that person, and that person alone. Immediately acknowledge that you understand their problem or need. Pretend that they are sitting right across the desk from you. What would you say? Say it on your landing page and in your product description.
Because we focus on your customer, we create marketing strategies that effectively attract and engage your ideal buyers.
DIGITAL MARKETING STRATEGY
Our web marketing solutions are uniquely designed and can be incorporated into almost any type of industry. From Design to Search Engine Optimization, we provide, “Done for You Solutions” so you can focus on what you do well.
DESIGN AND DEVELOPMENT
We take a well planned strategy and turn it into website designs that your customers (and search engines) love. We know what makes websites fast, useful and easy to use, and plays by the rules of the top search engines.
MAINTENANCE AND REPORTING
Never worry about your website’s security or freshness factor again. We do it all, so you don’t have to. Monitor your traffic and growth with easy to understand reports. We make sure you’re up to speed on your website’s performance.
Some of the services we provide:
- Web Marketing Strategy development
- Funnel Design, Lead Generation, Conversion Optimization
- SEO- Search Engine Optimization – Ranking Optimization
- Local Google Maps Optimization
- Web Design
- Web Development
- Custom Web Application Development